Star Sports: From finger sport to physical sport – PKL 3 Chhota Bheem

The Indian Pro Kabaddi League (PKL) made kabaddi a popular sport among children through a much-loved animated cartoon.

Campaign details

Brand: Star SportsBrand owner: Star India Pvt LtdLead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Sponsorship - media, TelevisionBudget: Up to 500k

Executive Summary

In India, sport is just a hobby: playing sports begins in school but doesn't get incorporated further into kids' lives.

The situation has compounded further with the advent of the multiple screens and games, like Candy Crush, Angry Birds, Cars, capturing their imaginations. Kids today live in boxes: mobile phones, iPad and Xbox have become part of their lives. This has...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands