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Is Star Sports ‘Le Panga’ narrative a hangover of its Season 2 campaign?

24-February-2016
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Is Star Sports ‘Le Panga’ narrative a hangover of its Season 2 campaign?

Star Sports new television campaign for Pro Kabaddi Season-3 seems like an extension of the ‘Le Panga’ narrative launched last year for Season 2. This year too, popular Bollywood star Amitabh Bachchan was associated with the campaign by lending his voice for the Pro Kabaddi anthem.

It was after the grand success of the second year of the league that the owners decided to make Pro Kabaddi League (PKL) a bi-annual event from this season onwards. The idea of the channel is to make it from a 5-week activity to 10-weeks, to play it once in the (January-February) phase and the next during the (July-August) time period.

Big B:

 Ajay Thakur:

 Rahul:

Expert view:

Commenting on the new campaign, Simha Rajamanoor, Creative Director, Campaigns and Content, Asymmetrique said, “I felt it was an okay campaign, not very effective and people will forget after watching it. The ads try to glamourize the sport Kabaddi, but it actually makes no sense to promote the players, when most of us are not even aware who these players are. Kabaddi needs to be promoted as a sport, but not individuals. The reason being, the popularity of Kabaddi in India will still take time to match with that of cricket.”

Echoing similar views, Swati Nathani, Business head, Team Pumpkin said “Le Panga anthem will have a good recall value. But, for those, who haven’t watched Pro Kabaddi before may not be able to relate to the ads as they don’t know the players featuring in it. However, they are still better compared to last year’s ads.”

Anshul Sushil, co-founder at Boring Brands, on the other hand felt it was a good campaign. “The entire insight to make Kabaddi famous and make people watch it, really works well in this campaign. In order to love this sport, you need to fall in love with the player first. ‘Mauka Mauka’ worked well because cricket is an established property, for this kind of format to work for Kabaddi will take a couple of more years,” he cited.

Previous season campaign:

The theme ‘Le Panga’ was released for the Season 2 of Pro Kabaddi League. The campaign inspired people to overcome personal limitations and barriers by portraying life situations where the protagonist goes through a transformational change after exposure to Kabaddi. The campaigns were quirky and were executed in popular Bollywood style. The campaign was conceptualised by the in-house team of Star Sports.

Click here to view the ads:

The campaigns for the first season of Pro Kabaddi were conceptualised by Ogilvy & Mather and the attempt was to refresh the image of Kabaddi as a popular sport.

Click here to view the ads:

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