Star Sports: LPL - India Ko Roko

Subin Alexander, Aabha Chawhan, Rittu Rijhwani

With the smart execution of a simple idea, TV sports network Star Sports created massive disruption on India's largest measurable platform to draw in viewers to the opening match of cricket's Indian Premier League.

Campaign details

Brand: Star Sports Brand owner: The Walt Disney Company Entrant company: Mindshare IndiaIdea creation: Mindshare Mumbai Market: India Sector: TV channels, Services, Programmes Budget: Up to 500k

Executive summary

The stage was set for the biggest superstars of Indian Premier League (IPL) to face-off in the launch match of the 2021 edition. 7:30pm on a weekend was synonymous to any IPL Launch Day match – but this time around it was different, the match was scheduled on a weekday. Communication about this had to...

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