Integrated Campaign
Client Star Sports India Pvt Ltd
Brand Pro Kabaddi
Agency Ogilvy
Brief In a country where cricket is religion and cricketers are gods, it is next to impossible to launch any new game. Previous attempts at launching leagues for badminton and hockey had failed. So then, could a sport like kabaddi that is considered a milkman’s game and dismissed by youth find an audience? Could Pro Kabaddi stand a chance against the immense popularity of cricket?
Results The cricket crazy audience was bowled over by Pro Kabaddi. Pro Kabaddi got over 436 million viewers. The campaign gathered $3 million in earned media and over 2 billion impressions in social media on the back of 200,000 conversations. Kabaddi entered popular culture and inspired cartoons, brands and game shows. But best of all, many in India’s next generation started playing Kabaddi.
We launched a two-phase, 360-degree campaign. The first phase created intrigue and buzz around Pro Kabaddi’s launch, presenting Kabaddi in a cool new avatar. Teaser tvcs followed by their reveal showcased the high-energy and intensity of the game. The second phase of the campaign reconnected Kabaddi to the people with the emotional message, ‘Life is Kabaddi’.