Sportz Village Xp

Client Brief

Iconic toy company Mattel owned Scrabble is one of the most widely played board games across the world. The game tests vocabulary and initiates wordplay, hence also used as an educational tool to hone language and cognitive skills.

Mattel India simply wanted to get kids to step away from their online and video gaming habits with the all-time favorite wordplay game, Scrabble. Objective was to engage with kids on a large-scale along with school teachers, making them aware of the game as a fun-cum-educational tool.


A YOY intense school contact program and Scrabble championship tapping into the joys and benefits of the board game

A YOY intense school contact program and Scrabble championship tapping into the joys and benefits of the board game
We created and executed a 6-stage program reaching out to the students over a course of three months. This also included familiarizing the game with key influencers i.e. teachers and effectively placing scrabble as a practical vocabulary-enhancing tool.


Target Cities: Mumbai, Delhi, Pune, Chennai & Bengaluru
Target Group: Class 6 to 10 kids and teachers of A/A+ grade schools
Methodology: 6 stages

  • School Registrations
  • Teacher Training Workshop: 3 hour sessions for teachers
  • In-School Worksheet Distribution: Teaching students the skills and nuances of Scrabble game
  • Intra-school Test: For the selection of top performers from each school
  • Student Workshop: A ‘Champions Workshop’ by Scrabble experts followed by a test to select top student from each class
  • City Finals & National Finals: Final battle to select one National winner from each class


Quality engagement leading to a genuine rise in game’s popularity

  • Reach in 4 years: Avg 1L+ kids and 268 teachers from 142 schools every year
  • Rise of Scrabble clubs and independent tournaments in schools
  • Organic hike in Scrabble sales

Sportz Village Xp

Activation & Experiential

  1. Bengaluru



Category Experience


1-10 Employees

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