Star Sports: Making India a Multisport Country – the Sports Adoption Framework

Neha Dhar, Preeti Mascarenhas, Anita Kotwanu

Launched by Prime Minister Narendra Modi, Khelo India Youth Games (KIYG'19) was created to revive sports culture at the grassroots level by building a strong framework for all sports played in India.

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...

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