Not Child’s Play
STAR SPORTS | PRO KABBADI LEAGUEBachpan ka khel hai,
Bacchon ka nahi
(Translation: This is a childhood game, but it isn’t child’s play)
Star Sports needed a campaign for the new season of the Pro Kabaddi League.
Kabaddi – a sport that originated in India and one that children played right through their childhood – still didn’t have the fan base when it came to the Pro Kabaddi League.
Keeping this in mind, we built a campaign around how the sport isn’t child’s play.
Akkad, Bakkad
We used a popular children’s counting rhyme and juxtaposed it with shots of kabaddi players training.
We also created an A-Z posters series of Kabaddi terminology. These were heavily inspired from illustration style of traditional Indian alphabet charts
