Campaign details

Brand: Star Sports
Brand owner: Star India Pvt. Ltd.
Lead agency: Mindshare
Country: India
Industries: TV channels, services, programmes
Media channels: Content marketing, Mobile & apps, Newspapers, Online display, Online video, Radio & audio, Social media, Television, Word of mouth, advocacy
Budget: 5 - 10 million

Executive summary

The Indian Premier League (IPL), the biggest and most valuable cricket league in the world, has historically been broadcast by the Sony Network in India. This year, Star Sports bid for and won the broadcasting rights for the IPL, thus bringing the property under its umbrella for the first time.

Since inception, the IPL, a T20 format league, has been positioned as an entertainment destination and, somewhere along the road, audiences had started doubting its integrity and competitiveness as a 'serious cricket' proposition. Star Sports set out to flip that perception on its head and Mindshare's foremost challenge and task then became to guide audiences through this journey of transformation.