September saw Star Sports roll out a promotional campaign called #BhidegaTohBadhega to spread awareness of its coverage of the ninth season of the Pro Kabaddi League (PKL).
Conceptualised by the Disney-owned sports broadcasting giant’s own in-house team, the hero film sets out to tell the life lesson of ‘bhidega toh badhega’ (the fight will increase) through the sport of kabaddi. Using a narrative arc based around the classic themes of ‘You Versus The World’ and ‘Doubt Versus Self-Belief’ the campaign urges viewers to never giving up in the face of adversity and, of course, to turn in to the channel’s new Kabaddi season coverage.
The spot seeks to drive home the message to ‘keep moving forward’ which resonates through the PKL and the wider sport of Kabaddi.
जब मुश्किलें आपको चुनौती दें तो आगे बढ़ने का मंत्र है #LePanga क्योंकि #BhidegaTohBadhega!#vivoProKabaddi Season 9 | Starts Oct 7 | Star Sports & Disney+Hotstar pic.twitter.com/qEJlHsVhBE
— Star Sports (@StarSportsIndia) September 17, 2022
The spearhead promotional film is further supported by a large set of additional team/player content pieces promoting the PKL to build awareness and spark excitement at the start of the new season.
Non stop & fast paced action is in the air as Kabaddi season draws closer!
Which #vivoProKabaddi player are you most excited to see in the upcoming season?#BhidegaTohBadhega pic.twitter.com/QneZfz6Anr
— Star Sports (@StarSportsIndia) August 23, 2022
! #vivoProKabaddi Season 9 is here, iss saal kaun #BhidegaTohBadhega? pic.twitter.com/xHelwZrt24
— Star Sports (@StarSportsIndia) August 26, 2022
Firse gunjegi …… ki awaaz jab hoga #PirateHamla!
How far can the raider take @PatnaPirates this time?#vivoProKabaddi Season 9 | #BhidegaTohBadhega | Starts Oct 7 | Star Sports & Disney+Hotstar pic.twitter.com/OvDORQTtkx
— Star Sports (@StarSportsIndia) September 15, 2022
Firse gunjegi …… ki awaaz jab hoga #PirateHamla!
How far can the raider take @PatnaPirates this time?#vivoProKabaddi Season 9 | #BhidegaTohBadhega | Starts Oct 7 | Star Sports & Disney+Hotstar pic.twitter.com/OvDORQTtkx
— Star Sports (@StarSportsIndia) September 15, 2022
! #vivoProKabaddi Season 9 is here, iss saal kaun #BhidegaTohBadhega? pic.twitter.com/xHelwZrt24
— Star Sports (@StarSportsIndia) August 26, 2022
“Our campaign for PKL Season 9 aims at showcasing the indomitable human spirit, with challenges and opportunities being the two sides of a coin. ‘Bhidega toh Badhega’ is a testament to highlight how the entire journey of victory is achieved by crossing insurmountable challenges,” said the Star Sports campaign launch PR statement. “This season will also witness the return of fans at the three venues of Hyderabad, Pune and Bengaluru which adds to the overall excitement and fandom for the upcoming edition.”
Comment
This campaign’s objective is to inspire all Indians prepared to take a leap and emerge victorious amidst their adversities and challenges and, of course, to drive PKL viewing figures.
Season Nine of the vivo Pro Kabaddi League (PKL) starts on 7 October 2022 and the league promises that this season ‘will be bigger, better and tougher than ever before’ and fans right across India can watch all the tournament action live and exclusive on the Star Sports Network and Disney+ Hotstar.
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