From the school field to the world stage.
Reliance Foundation Sports operates across the full arc of Indian sport — international competitions on one end, school and college pathways on the other. Athletics and football, side by side. I worked across campaign planning, digital management, and content leadership — building visibility, accessibility, and relevance for institutional sport. The same digital voice held across both ends — elite signal at the top, recruitment at the base.
The 2023 Asian Games anthem. Designed to unify audiences around belief, representation, national momentum — the team positioned collectively, not as a sum of individual results. India sent its largest-ever contingent that year, a significant share of them Reliance Foundation–supported.
Real-time digital coverage at the Olympics, the Commonwealth Games, the Asian Games — managing communication around athlete performances with a balance of immediacy and sensitivity. Jyothi Yarraji, the 100m hurdles national record holder. Amlan Borgohain, India's fastest 200m. The work was less about the moment, more about how it was held.
The Reliance Foundation Development League — structured youth football across I-League and ISL club academies, where the next generation gets trained, paid, professionalised. The visible end of an institutional pathway, where player progression is a system rather than a story.
The international exposure tier. Indian academies playing the EPL's youth setups — proving the pathway leads somewhere recognisable, and giving the players inside it something concrete to chase.
Reliance Foundation Youth Sports. School and college football across India — where the actual recruitment lives, and where the visibility matters most. A girl in an Under-15 Meghalaya school match seeing herself on a national digital platform changes what she thinks is possible. The same digital frame that carried Lehra Do carried her.
60M+ organic impressions on Lehra Do across the Asian Games window. Three programmes scaled across two sports, with the same voice held end to end — not heroes on a pedestal, peers in the same room.