Star Sports, via Ogilvy Mumbai, releases ‘Life is Kabaddi’ campaign to connect with India’s youth
Mashal Sports with the support of the International Kabaddi Federation (IKF) and the Amateur Kabaddi Federation of India (AKFI) have teamed up to launch Pro Kabaddi with Star Sports being the official broadcast partner.
While Kabaddi, a wrestling sport originating from very early Indian civilization, has successfully progressed from an Indian sport to one played in the international arena, it fails to connect with the youth of today. It was no longer cool and this was the biggest challenge.
Through the ‘Life is Kabaddi’ campaign, Ogilvy and Mather attempts to engage the youth at an emotional level with this intrinsically Indian game; make them see the game in a whole new light.
The ‘Life is Kabaddi’ films are a take on how situations in life are akin to playing a game of Kabaddi. Often you may face unpleasant or unfair situations but success/victory goes to those who don’t give up.
Ogilvy juxtaposed such unpleasant/unfair situations to a game of kabaddi – where one ‘raider’ enters the enemy territory alone, fends off multiple defenders and returns unscathed to his home team. We depicted two relatable life situations – precious home-made food in a hostel under threat from bullies and littering in the park.