EDIT

Redefining Play : How EDIT is Challenging the Norms Around Sports in India.

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EDIT, founded by Atin Gupta, is redefining India's sports ecosystem by positioning athletics on par with academics. Together with Mouse and Cheese, Gupta is creating an environment that breaks societal barriers, provides Indian athletes with the support they deserve, and reshapes how sports are integrated into the national culture.

The Mission

EDIT’s mission was to unite the energy of "India. Sports. People." and bridge the gap between education and sports. Our goal? To make sports as valued as academics and to break down societal barriers, ensuring that athletes get the recognition, support, and encouragement they deserve.

THE CHALLENGE

Shifting from Classrooms to Playgrounds

India is a country where education reigns supreme, and for decades, academic achievement has overshadowed sports. The mindset is simple: education equals stability, and sports are often seen as a hobby, not a career.

For EDIT: Effort Does It, the challenge wasn’t just promoting sports; it was about changing this deep-rooted perception. How do you energize a nation that holds education close to its heart and align it with the dynamism of sports?

THE APPROACH

Understanding the Heart of India’s Athletes

To crack this challenge, we didn’t rush in with assumptions. Instead, we went straight to the source—the athletes themselves. We read their stories, watched their interviews, and dug into the journeys of over 100 Indian athletes across various disciplines. And guess what? We found a pattern. These athletes didn’t just struggle against their opponents—they fought against societal expectations, lack of resources, and limited infrastructure. Here's what we learned:

From Humble Beginnings: Most athletes came from small towns or rural areas with minimal access to training facilities or quality equipment.
Limited Resources & Infrastructure: Athletes struggled to afford basic gear, nutrition, and even travel to competitions.
Mentorship & Perseverance: Their talent was eventually noticed by a local coach or mentor, propelling them to state-level championships through sheer determination.
Facing Societal Barriers: Athletes often battled cultural biases, including gender and caste-related prejudices, and were discouraged with lines like, "There’s no future in sports."

This was more than just a list of challenges; it was the foundation of EDIT. Our mission became clear: highlight the struggles, provide solutions, and shift the mindset around sports in India.

Building the Heart of EDIT: Rise. Play. Radiate.

At EDIT, we believe that sports are more than just games—they're a force for change. Every visual, every campaign, every action we took was designed to reflect the heart of a nation that’s striving to rise against the odds.
Our mission became more than just giving athletes resources. It was about giving them respect, recognition, and unwavering support—everything they need not just to compete, but to excel. We aimed to build an ecosystem where athletes could rise from their struggles, play with passion, and radiate the energy that inspires others. 

Driven by the values of Discipline, Respect, Vigour, Focus, and Passion, EDIT isn’t just shaping athletes; we’re shaping the future of sports in India. When athletes rise, the entire nation rises with them.

Design & Visual Strategy: Energizing the Underdogs

Our visual strategy was designed with one clear objective: inspire resilience. Every element, from the logo to the campaigns, was created to ignite a fire in the hearts of athletes—especially the underdogs. We crafted visuals that didn’t just capture attention but motivated athletes to push through, even when the odds were stacked against them. 

We wanted every image, every piece of content, to say, “You’ve got this!” To let them know that strength comes from pushing through adversity, and that EDIT is right there with them, every step of the way.

Communication Strategy: Empathise. Appreciate. Align.

We knew the key to winning hearts wasn’t in rebelling against the cultural status quo, but in empathising with the audience. Our communication strategy was built on empathy and understanding. We aligned our message with India’s core values of hard work, perseverance, and education, while gently weaving in the importance of sports. 

Our mantra was simple: "Empathise. Appreciate. Align the goals." This strategy helped us connect deeply with both athletes and their communities, building trust and fostering a sense of shared purpose.

THE OUTCOME

Rewriting the Story of Sports in India

By focusing on both the athletes and their cultural context, EDIT has become more than just a brand—it’s a movement that is slowly changing the way India sees sports. Here's what we achieved:

Shifting the Mindset: We began to change the narrative, showing that sports aren’t just a distraction from education—they are a path to excellence, just like academics.
Empowering the Underdogs: Athletes from small towns and rural areas began to feel seen, heard, and supported. They were no longer sidelined but embraced as the future of India’s sports scene.
Inspiring the Next Generation: Our campaigns and visuals lit a fire under the next generation of athletes, showing them that with effort, everything is possible—whether you come from a village or a city.
Building a Sustainable Ecosystem: EDIT provided athletes with more than just gear. We offered training, guidance, and the support they needed to rise above the challenges.

Insightful Research: We immersed ourselves in the lives of over 100 athletes, understanding the challenges and societal barriers they faced.
Brand Identity: Together, we crafted a brand that embodies discipline, passion, and resilience—a beacon for athletes striving to rise.
Visual Strategy: We created powerful, motivating visuals designed to make athletes feel empowered, inspiring them to keep moving forward.
Community Engagement: We built trust through empathy, aligning our message with the values of hard work and perseverance, which resonate deeply in Indian culture.
Athlete Support: From resources to mentorship, EDIT provided athletes with the tools they needed to overcome obstacles and thrive in the face of adversity.

A Movement for Change

Things We Worked on to Chase the Dream

Insightful Research: We immersed ourselves in the lives of over 100 athletes, understanding the challenges and societal barriers they faced.
Brand Identity: Together, we crafted a brand that embodies discipline, passion, and resilience—a beacon for athletes striving to rise.
Visual Strategy: We created powerful, motivating visuals designed to make athletes feel empowered, inspiring them to keep moving forward.
Community Engagement: We built trust through empathy, aligning our message with the values of hard work and perseverance, which resonate deeply in Indian culture.
Athlete Support: From resources to mentorship, EDIT provided athletes with the tools they needed to overcome obstacles and thrive in the face of adversity.

Resonates with you?

Lets connect & accelerate from here together.

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That ain't all we did

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Transforming Usual Perceptions and Energising The Brand.

EDIT

Redefining Play : How EDIT is Challenging the Norms Around Sports in India.

Just Say Hello

We still have bandwidth to bring YOUR ideas to life.

The Mission

EDIT’s mission was to unite the energy of "India. Sports. People." and bridge the gap between education and sports. Our goal? To make sports as valued as academics and to break down societal barriers, ensuring that athletes get the recognition, support, and encouragement they deserve.

Shifting from Classrooms to Playgrounds

India is a country where education reigns supreme, and for decades, academic achievement has overshadowed sports. The mindset is simple: education equals stability, and sports are often seen as a hobby, not a career.

For EDIT: Effort Does It, the challenge wasn’t just promoting sports; it was about changing this deep-rooted perception. How do you energize a nation that holds education close to its heart and align it with the dynamism of sports?

Understanding the Heart of India’s Athletes

From Humble Beginnings: Most athletes came from small towns or rural areas with minimal access to training facilities or quality equipment.

Limited Resources & Infrastructure: Athletes struggled to afford basic gear, nutrition, and even travel to competitions.

Mentorship & Perseverance: Their talent was eventually noticed by a local coach or mentor, propelling them to state-level championships through sheer determination.

Facing Societal Barriers: Athletes often battled cultural biases, including gender and caste-related prejudices, and were discouraged with lines like, "There’s no future in sports."

This was more than just a list of challenges; it was the foundation of EDIT. Our mission became clear: highlight the struggles, provide solutions, and shift the mindset around sports in India.

Building the Heart of EDIT: Rise. Play. Radiate.

Design & Visual Strategy: Energizing the Underdogs

Communication Strategy: Empathise. Appreciate. Align.

Rewriting the Story of Sports in India

By focusing on both the athletes and their cultural context, EDIT has become more than just a brand—it’s a movement that is slowly changing the way India sees sports. Here's what we achieved:

Shifting the Mindset: We began to change the narrative, showing that sports aren’t just a distraction from education—they are a path to excellence, just like academics.

Empowering the Underdogs: Athletes from small towns and rural areas began to feel seen, heard, and supported. They were no longer sidelined but embraced as the future of India’s sports scene.

Inspiring the Next Generation: Our campaigns and visuals lit a fire under the next generation of athletes, showing them that with effort, everything is possible—whether you come from a village or a city.

Building a Sustainable Ecosystem: EDIT provided athletes with more than just gear. We offered training, guidance, and the support they needed to rise above the challenges.

Insightful Research: We immersed ourselves in the lives of over 100 athletes, understanding the challenges and societal barriers they faced.

Brand Identity: Together, we crafted a brand that embodies discipline, passion, and resilience—a beacon for athletes striving to rise.

Visual Strategy: We created powerful, motivating visuals designed to make athletes feel empowered, inspiring them to keep moving forward.

Community Engagement: We built trust through empathy, aligning our message with the values of hard work and perseverance, which resonate deeply in Indian culture.

Athlete Support: From resources to mentorship, EDIT provided athletes with the tools they needed to overcome obstacles and thrive in the face of adversity.

A Movement for Change

Things We Worked on to Chase the Dream

Insightful Research: We immersed ourselves in the lives of over 100 athletes, understanding the challenges and societal barriers they faced.

Brand Identity: Together, we crafted a brand that embodies discipline, passion, and resilience—a beacon for athletes striving to rise.

Visual Strategy: We created powerful, motivating visuals designed to make athletes feel empowered, inspiring them to keep moving forward.

Community Engagement: We built trust through empathy, aligning our message with the values of hard work and perseverance, which resonate deeply in Indian culture.

Athlete Support: From resources to mentorship, EDIT provided athletes with the tools they needed to overcome obstacles and thrive in the face of adversity.

Resonates with you?

Lets connect & accelerate from here together.

That ain't all we did

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Facing Societal Barriers: Athletes often battled cultural biases, including gender and caste-related prejudices, and were discouraged with lines like, "There’s no future in sports." 