Mumbai, Maharashtra: Dubai Motocross club championship winner, MRF National Supercross Champion 2017, Pune invitational supercross league 2017 SX junior category winner, Ajmera i- land motocross champion, Junior National Supercross champion and FIM Asia motocross championship junior representative, all at the mere age of 13. We are talking about none other than the dirt biking extraordinaire, Yuvrajsinh Konde Deshmukh and his undefeatable prowess, one that has transformed this young Pune boy into one of the most decorated youth motocross racers across the world.
A child prodigy with motocross riding in his genes passed on to him by his father, Yuvraj’s love and passion for biking was recognized by his parents very early on. At an age where children were fretting over learning basic bicycle skills, Yuvraj was performing stunts and learning new things every day with an unbelievable grasping capacity. To motivate their son further, the parents decided to provide a conducive atmosphere to ensure unhampered progress, a crucial step that laid down the early stones of his successful foundation.
As a result of winning several amateur races at a nascent age, Yuvraj’s performance caught Rustom Patel’s attention, the head coach of I-Land racing academy and an eight-time national motocross champion as well as that of Atul Ajmera, the chairman of I-land racing academy who chose to take Yuvraj under his wings and sponsor his ride to becoming an inimitable sports sensation. An unsung hero behind this triumphant story worthy of being given the credit is Adsto, a Mumbai based full-service alternative sports and talent management agency founded by Shivanand Lalwani that first discovered this biking phenom and realized his true potential to become an all-rounded brand way beyond his athletic capabilities.
A first of its kind agency trying to establish a strong foothold in a sporadic market as India, Adsto was created with an aim to build future sports stars and influencers by unearthing the best of talents and focusing on their growth and development at a very early age, in line with the global talents. Adsto provides strategic in-depth consulting for brands looking to acquire or partner with talents. The firm helps collaborate and create offbeat branded sports and youth formats, curates advertiser funded experience and sponsorships to focus on the right branding approach and consistently delivers market leading contracts including appearances, digital, media reach, endorsement deals and promotional management for all their serious athletes that they see with a potential ability to make the country proud.
Adsto’s portfolio boasts of Honda, Red Bull, Scott Motorsports, Mountain Dew and Ajmera Racing India amongst many others, Yuvraj being one of them. The agency hones more than 10-15 sports luminaries from all aspects of life, between 8 to 18 years old, the youngest being 11 years old and collectively, the team works day and night without any monetary expectation in return to ensure these prodigies get the best-personalized portfolios and representation across mediums.
Shiven and his team constantly and selfless dedicated their heart and soul to Yuvraj’s victories, resulting in him bagging various branded collaborations, jam-packed athlete gear branding from head to toe, countless appearances across events, media and social platforms, thus developing a distinct brand and an image, contributing, establishing and elevating his prowess to a household name, much like he deserves. With digital reach crossing 1.5 million impressions across platforms, Adsto managed to increase awareness about this alternative sport, corroborate Yuvraj’s position as an influencer, attract young talent and more endowed children to be a part of the sports fraternity, and convinced other organizers to start a completely new children’s branding class, an insurmountable feat in its own.
With the uber-supportive parents, a dedicated management agency and world-class coaches and training, Yuvraj has now become a force to reckon with in all senses of the word whereas Adsto continues to be at the forefront of athlete representation and market consultancy through a formula of hard work, hands-on personal attention, resourcefulness and an unparalleled determination to put the clients first, no matter what task they are confronted with