Campaign details
Brand: Star SportsBrand owner: Star India Pvt. Ltd.Lead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Online video, Print, Public relations, Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
The challenge: Findings revealed that only 1% of the 62% of youngsters who are 'interested in sports' in India were actively participating in an extracurricular sport.
The solution:Khelo India Youth Games (KIYG'19), originally Khelo India School Games, launched by Prime Minister Narendra Modi, was created to revive the sports culture at...