Star Sports: Kabaddi World Cup – One Big Blue

Ravishankar S.

Traditional Indian sport kabaddi gained relevance through a carefully planned low-budget campaign.

Campaign details

Brand: Star SportsBrand owner: Star India Pvt. LtdLead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Content marketing, Online display, Online video, Public relations, Radio, Sponsorship - media, Television, Virtual & augmented reality, Word of mouth, advocacy Budget: 1 - 3 million

Executive Summary

Kabaddi is a traditional Indian sport that is played across the country but over the last few decades the sport has been missing relevance compared to other more popular sports like cricket. The launch of a professional kabaddi league led to rekindling the...

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