IndianOil UTT Flips The Script With 'Upside-Down' OOH Campaign

IndianOil Ultimate Table Tennis (UTT) partnered with Mera Hoardings for the 'Time To Turn The Tables Around' outdoor campaign, ahead of its fifth season at Chennai's Jawaharlal Nehru Indoor Stadium from August 22 to September 7.

The campaign features inverted hoardings across Chennai, spotlighting table tennis players, Achanta Sharath Kamal, Manika Batra, Harmeet Desai, Sathiyan Gnanasekaran and Manav Thakkar. These visuals show the Indian table tennis icons upside-down against the city skyline, sending a message - it's time to ‘turn the tables’ and shift the perception of India from a cricket-centric nation to one that embraces diverse sporting culture.

“Our players are making their mark at the Paris Olympics, garnering much-deserved spotlight for the sport with Manika Batra and Sreeja raising their game. To complement their efforts, our OOH campaign aims to package the sport innovatively at the right time to reach a larger audience,” said UTT promoters Vita Dani and Niraj Bajaj.

By highlighting table tennis, the campaign underscores the growing momentum of this emerging sport, adding new dimensions to national pride and honour.

The ‘inverted’ OOH campaign boosts the game's visibility while showcasing UTT’s transformative impact over the past five years, as table tennis evolves from a niche sport to a key discipline in India’s sporting landscape.

The IndianOil UTT 2024 is set to begin featuring eight teams for the first time since its 2017 debut. Newcomers Ahmedabad SG Pipers and Jaipur Patriots will compete alongside PBG Bengaluru Smashers, Chennai Lions, Dabang Delhi TTC, Goa Challengers, U Mumba TT and Puneri Paltan Table Tennis. The league is promoted by Niraj Bajaj and Vita Dani under the Table Tennis Federation of India.

The league’s last season saw 55.2 million views, a digital reach of 62.1 million and 1.2 million fan interactions. The total media sponsorship value reached Rs 55.8 crore (Rs 6.7 million). Viewership was strong, with 195 million minutes watched over 18 days and six million live broadcast viewers, plus nine million more through non-live content, highlighting the sport’s growing popularity.