"We are asking India to give their heart to hockey. And this by way a nationwide outreach where we go to the heartlands of hockey and ask people to come and immortalise their heartbeats by recording them on a specially-designed hockey stick," said Nupur Mahajan, brand strategist and creator of the campaign who is working alongside the Odisha government as Communication and Strategy Consultant for the event.
Each time anyone holds the custom-made hockey stick, named 'Heart Beat', they record their heart beat as a pledge to support hockey.
Over the next few months, 'Heart Beat' will travel across the country through 'Hockey Adda', a curated on-ground discussion platform for hockey players and experts alike with youth in the audience.
Elena Norman, CEO, Hockey India, said, "The trajectory of hockey as a sport in India has attained a new high given the recent commendable performances of the Indian hockey teams. We urge one and all to come forward and support your hockey team during the upcoming Odisha Hockey Men's World Cup Bhubaneswar 2018.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)