Case Study One:
Recreating an identity for the
Gooncha’s 57th Nehru Senior Hockey Tournament
What Ranji Trophy is to cricket, the Jawaharlal Nehru Trophy is to Hockey.
Initiated by the Gooncha Group, the tournament is the cynosure of hockey afficionados attracting firstclass players in the country. The venue was shifted to Hyderabad from New Delhi for the first time in 2021
by the Goonchas when it became imperative to generate enthusiasm and create a buzz around the
national game. Definitely not a small challenge.
We stepped in to bring about a metamorphosis of the brand and make it more contemporary
Redesigning the logo took the first precedence. Working on the decades-old logo which was a perfunctory representation of the game, it was made more appealing by including the coveted golden trophy. With due consideration to the dimensions and colors, the new design became attractive and easily adaptable to all kinds of merchandise. It was also effective in communicating the brand Gooncha, the family enterprise of the Founder of the Tournament.A mascot or an anthem has been one of the best recall tools.
The anthem created for the Gooncha’s 57th Nehru Hockey Tournament was a stupendous success creating anticipation for the game being played.
The Stadium and the Award Platform play an all-important role in any tournament worth its name. A fitting platform to acknowledge the prowess and performance of the players besides ensuring the visibility of Gooncha name was designed.Merchandising through elegant T-Shirts spread awareness and a sense of pride towards the sport which despite being the national game is a poor cousin to cricket.
An event of this enormity called for addressing media to ensure optimum eyeballs before and during the tournament. An attractive and functional press kit kept information flowing.
All in all, another feather in the cap for The Workshop. Calls for a shot of a different kind.
