UPKL unveils ‘Poora UP Khelega Kabaddi’, its Season 2 campaign film
The campaign captures the sport’s path from neighbourhood grounds to the professional stage
Marketing Moments
Uttar Pradesh Kabaddi League (UPKL) has launched its new campaign film titled Poora UP Khelega Kabaddi, marking the official on-ground and broadcast announcement for Season 2 of the league, scheduled to begin on December 24, 2025, at the Noida Indoor Stadium. Conceptualised and produced by V1 Media, the film captures the essence of kabaddi through a simple yet evocative narrative rooted in grassroots aspiration. The campaign forms a key part of UPKL’s promotional rollout ahead of the new season and reinforces the league’s connection with fans across Uttar Pradesh.
The film aims to celebrate kabaddi’s strong cultural presence and its deep-rooted connection across Uttar Pradesh. It showcases a young boy who is intriguingly sketching a kabaddi outline with marking powder, symbolising the first spark of aspiration. As the narrative unfolds, he travels across different cities in the state, capturing the widespread passion for the sport. The journey culminates at the Noida Indoor Stadium, where UPKL Season 2 comes to life, bridging early aspiration with a structured and accessible professional platform.
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Speaking about the campaign, Sambhav Jain, Founder and Director, SJ Uplift Kabaddi, said, “Kabaddi is a sport that begins in streets, grounds, and everyday spaces across Uttar Pradesh. This film captures that journey from the first spark of aspiration to the professional stage of UPKL. As we prepare for Season 2, the campaign reflects our belief in nurturing grassroots passion while building a structured, aspirational league that belongs to the people of the state.”
The campaign film will be released across television and digital platforms as part of UPKL’s integrated marketing push ahead of the season. UPKL Season 2 will feature 12 teams competing across 69 matches over 18 days, with all matches hosted at the Noida Indoor Stadium. The matches will be broadcast on Zee Bollywood, &Pictures HD, Anmol Cinema 2, and ZEE5.
