Star Sports Prokabaddi

The constant tussle of sporting events against the all-mighty stance of Cricket in the country, paved the way for us to introduce Kabaddi as an enthralling alternative sport. Carrying forward the hashtag #JeetegaWahi or ‘perseverance pays,’ we drew consumers in with not just the deep-routed history of the sport in our culture, but by laying the groundwork with bold copy and commanding imagery capturing the essence of Kabaddi. First with #GuessTheGame, giving it an anticipatory air, followed by #JeetegaWahi highlighting personalities who have risen against the odds, finishing with a quiz evoking the spirit of the game in the audience. Hence, we took Kabaddi from complete anonymity to becoming the second most followed sport in India, in just 45 days.