LPU's Path to Olympic Glory

One in five Indian Olympians in Paris came from LPU. That's a sentence that stops people mid-scroll. We built our entire campaign around it. Our approach was to shift LPU's narrative from "university with good sports facilities" to "institution that built India's Olympic team." That framing gave every journalist, editor, and reader a reason to care. We paired it with a bold, high-value felicitation event where LPU put real money behind its athletes, making the story tangible and giving audiences something to rally around.

We structured the campaign in two phases, pre-Games buzz and post-Games amplification, each driven by a press release crafted to land hard in a competitive news environment.

For the first phase, we pitched LPU's record-breaking Olympic representation across national and regional media, conducting 5 exclusive interviews with LPU athletes and their coaches. Campus visits for media gave journalists first-hand access to the sports infrastructure that produced these athletes, grounding the story in something real and visual. Stories ran in Times of India, Hindustan Times, and PTI, reaching audiences across print and digital.

Once Paris was underway, we worked through LPU's show of loyalty toward its athletes including their public backing of Vinesh Phogat during one of the Games' most discussed moments, with a ₹25 lakh cash reward reserved in her honour regardless of outcome. That gesture generated a wave of coverage on its own.

Post-Games, we activated an Olympic Felicitation Ceremony on campus, where LPU announced ₹2.5 crore in prize money for its Olympians including Harmanpreet Singh and 10 members of the Indian hockey team. We drove media attendance and social amplification around the event, with broadcast coverage landing on News 18 and Lokmat TV alongside online coverage across education and sports verticals.

• 230 pieces of coverage, total. 95 in the pre-event phase, 135 post-event.
• PR value of ₹2.3 crore generated across national print, digital, and broadcast media including Times of India, Hindustan Times, PTI, Shiksha.com, and major regional TV channels.
• Media coverage ranged from hard news to human interest, from education desks to sports pages, giving LPU's story width across audiences that a single-track campaign rarely achieves.