Star Sports teamed up with Indian cricket legend MS Dhoni for a December campaign promoting the Vivo Pro Kabaddi League (PKL) Season 8 called ‘Jo Bhidega Woh Badhega’ (which translate as ‘Whoever Fights Will Rise’).
To promote the Star Sports Network and Disney+ Hotstar coverage of the new PKL season, Dhoni acts as a youth coach ‘batting for justice’ in the campaign’s hero spot.
Conceptualised and created in-house by sports channel’s internal marketing and creative team, the work rolled out across its on-air television channels and its social media platforms.
The spearhead spot cinematically envisages diverse stories featuring the youth of today, who will not bow down to any sort of pain, pressure or bullying and overcome such staunch challenges with equal aplomb. An injured player braving the pain for his team, a young girl fighting against harassment from a group of boys or a junior resisting from being ragged his seniors at a hostel are some of the stories featured in the film.
The creative seeks to showcase and spread the spirt of #LePanga: a stimuli term and attitude which helps people tackle life’s challenges head on and the creative focuses on the combination of brain, brawn, resilience, and a ‘zeal to punch above your weight’ which represent the ingredients to success in the Indian sport of Kabaddi.
.@msdhoni ne kaha – ‘Bhidega toh badhega.. tu #LePanga!'
Captain Cool ne lagaaya action ka naara, kya aap hai ready?#vivoProKabaddisback I Starts Dec 22 I Star Sports Network and Disney+ Hotstar pic.twitter.com/KPIHolGARk
— Star Sports (@StarSportsIndia) December 5, 2021
The work shines a spotlight on some of India’s leading Kabaddi stars who will take to the matt/court for the new Vivo Pro Kabaddi League season from 22 December.
Speaking about the #JoBhidegaWohBadhega campaign for its telecast coverage of the Vivo Pro Kabaddi League Season 8, Star and Disney India Head Of Sport Sanjog Gupta said he was thrilled to bring back vivo Pro Kabaddi League after a two-year hiatus.
“Kabaddi has strong following among millions of fans who missed the sport during the pandemic and can now re-engage with #LePanga. The campaign celebrates the indomitable human spirit which has to overcome all kinds of challenges, big and small,” commented Gupta. “We believe Kabaddi exemplifies this very spirit in its gameplay as the raider dares to enter the opposition team’s half of the mat and takes on many defenders to triumph. Winning in life as in Kabaddi needs us to press forward with belief and take challenges head on. ‘Jo Bhidega toh Badhega’ stands for this common truth. The action-packed sport requires quick thinking, situational awareness, swift moves and a daring attitude, which combined with Disney-Star’s unrivalled and innovative coverage makes it a compelling watch.”
Comment
The PKL is India’s second most watched sports tournament and, in a tweak from its previous ‘caravan’ format, Vivo PKL Season 8 will be held at a single venue in Bengaluru.
The tournament will feature Triple Panga / Triple Headers on the first four days in the opening week.
Bengaluru Bulls will square off with U Mumba in the opening match, followed by a Southern Derby clash between Tamil Thalaivas and Telugu Titans and then UP Yoddha will face defending champions Bengal Warriors in the final match of the day.
Leave a comment
You must be logged in to post a comment.