We believe sports can teach you real-life lessons which textbooks cannot. Picking up a sport is crucial to your fundamental growth and development as an individual. Yet, during a child’s academic and formative years, parents completely deprioritize sports to focus on studies. We did this research with Nielsen and what we realized is that less than 20% of Indian adults meet the WHO recommended 150 minutes of physical exercise, which is essential for physical and mental well-being. And while Indian adults still spend about 101 minutes on an average per week on fitness, kids spend just 86. So, we wanted to go out to the world and say ‘Listen, you can be somebody who works in a corporate office, you can be a child who doesn't want to grow up and be an athlete, that's fine, but incorporating sport in your day-to-day life in some shape or form is absolutely critical for you as a human being.’ ‘Let There Be Sport’ campaign was to inspire this country to take up a sport in some capacity.