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