Announces the launch of Maryada, its digital campaign, today
New Delhi, August 04, 2014: U Mumba, the Mumbai city franchise owned by Ronnie Screwala, participating in the first ever season of Pro Kabaddi League which has taken the nation by storm; has now joined hands with Zivame, the leading online lingerie brand to support a unique cause; the need to safeguard the dignity of women in our society. With crime rates against women increasing at an astounding rate, there is an alarming need to create awareness and encourage people to maintain zero tolerance against violence and uphold the dignity of women.
Team “U Mumba”, will come to the forefront to create awareness and pledge support through a cause oriented digital campaign called “Maryada”, jointly launched by Unilazer Sports and Zivame today as an ideal way to fight for an issue championed by one of the best teams in one of most manly sports.
Supratik Sen, CEO, U Sports, talking about this unique initiative said, “We all believe in and stand for the rights of women in all ways possible. From our mothers to our wives to our colleagues, it is our duty to respect women power. Infact, we are proud of the unified response we received from U Mumba players as they chose to stand up and pledge for their belief in “MARYADA” which has the highest importance in the country today. This will be a drop in the ocean for a cause so grave yet we will be satisfied if the slightest of difference will be made by our efforts. We are glad to collaborate with Zivame for this special cause and we hope to create awareness about the importance of this matter.”
Speaking of this collaboration, Richa Kar, CEO, Zivame says, “As an online lingerie destination that constantly engages with women through various platforms, we recognize the importance of creating a society that respects the dignity of women. We are glad to garner support for this cause with U Mumba. It is a small step in establishing ‘Maryada’.
Considering this to be a matter of pride for ‘U Mumba’, Anup Kumar, the team captain who is an inspector in Haryana Police and an Arjuna Awardee himself, said, “We are a part of a tournament that has brought India’s national sport back in the forefront; we are receiving bundles of love from all over the country. This love and respect that has been showered upon us, also comes with certain responsibilities, on the field however off the field, ‘Maryada’ is a cause each one of us truly identifies with and we look forward to encourage the youth to respect and stand up for the dignity of women.”
This exceptional association between the most manly game and a women lingerie brand stands together to support women rights and dignity.
About U Mumba:
“U Mumba”, the team of 12 strong contenders is formed and owned by U Sports which will be participating in the first ever season of “Star Pro Kabaddi League” along with seven other franchisees. With an ambition of transforming Kabbadi, the “game of soil” (Iss Miti ka Khel) into a contemporary sport, the brand will be metamorphosing the game into a modern sport which will now be played on mats. The name, U Mumba, is derived from the word, Mumba, the mother island that gave birth to a mega city which is Mumbai. Initiated by Mashal Sports and with Star Sports as the official partner, the eight city league will kick off in Mumbai on 26th July at NSCI Stadium, Mumbai.
U Sports also runs a parallel incubation program called “U Mumba Future Stars” which identifies and incubates 12 players selected from a pool of the top “Under 21” participants from the tournament. The idea is to extend the U Mumba Future Stars program to all 35 districts in Maharashtra and eventually transform the annual proposition into a state level or national initiative.
Through this program, U Sports aims to create a funnel process which will serve as a mechanism for the introduction, development and eventual selection of local as well as other aspiring Kabaddi players who could look to be a part of the main Pro League Team.
About Zivame:
Zivame ( http://www.zivame.com ), India’s premier online lingerie store, features over 50 lingerie brands, 5000 styles & 100 sizes. It is a one-stop shop for every woman’s lingerie needs from every day wear to niche categories like bridal lingerie, plus size lingerie, shapewear, active wear, nightwear and swimwear.. The brand philosophy is based on the fact that an Indian woman’s lingerie needs changes with the age and stage of life that the woman is in. Right from the teenager just beginning to use a bra, to the college girl hitting the hottest nightclub, to the bride on her honeymoon to the lady on her way to motherhood, there’s something for everyone.