On the day of the World Cup semi-final match this year between India and Australia, when the entire nation was waiting for another ‘Mauka Mauka’ campaign from Star Sports, the channel took a little detour. Instead of releasing their ad on cricket, they came out with a new ‘Mauka Mauka’ campaign with Salman Khan to promote the next biggest sporting event on the channel, Pro Kabaddi League- Season 2. It not only went viral, but generated a lot of positive conversations on all the social media channels. It was indeed a smart way of using the momentum of the World Cup to build up and create curiosity around the Kabaddi League.
This time around, before the League kick-starts on July 18, Star Sports has come out with a new campaign titled ‘Le Panga’ which inspires people to overcome personal limitations and barriers by portraying life situations where the protagonist goes through a transformational change on exposure to Kabaddi. Like their previous popular ‘Mauka Mauka’ series, the ‘Le Panga’ campaign is also conceptualised by the in-house team at Star Sports.
Click here to view the ads:
Commenting on whether ‘Le Panga’ can be as popular as ‘Mauka Mauka’, Harshad Hardikar, COO, Indigo Consulting said, “These ads are nicely done. Good production value, nice mix of humour and everyday consumer insights. But expecting these spots to achieve success similar to Mauka ads would be difficult. The reason behind this will be, ‘lack of scale in the category itself’: Cricket still is the most popular sport in India. Kabaddi although growing in popularity, is nowhere close. And hence the scale it can produce will be limited. Secondly, ‘Sense of patriotism’: Mauka ads happened during World cup. The biggest event in cricket is matches played between different countries and not between different regions within India. Strong polarisation in Kabaddi is still to happen. And finally, ‘expectancy created by Mauka ads’, People almost waited to see the next release of ads as World cup matches progressed. And hence sharability increased many folds (which is a key factor for digital success). Ads of Pro Kabaddi lack that.”
KV Sridhar, Chief Creative Officer, SapientNitro liked the TVC with Malishka, but felt that the connect with Kabaddi was a bit low. “Kabaddi has become very popular with people across all the ages and there is a certain universal appeal to it. Right now it’s pure entertaining and beautifully shot, but the relevance of the game could have been more. The rivalry shown between the two actors in the film could have been more intense, somewhat similar to players in the opposite team,” Pops added.
Talking about the Le Panga campaign, a Star Sports Spokesperson said, “As a sport, Kabaddi is unique in the nature of the challenge undertaken by the players. A raider is alone and almost always faced with insurmountable odds with the defenders waiting to pounce on him and use their collective physical might to overpower the raider and stop him from accomplishing his objective. The campaign, #LePanga, cites real life situations as in the sport that people can relate to.”
Elaborating on the insight of the campaign, the spokesperson adds, “Panga is a positive emotion, where action leads to improvement. Fundamentally, the strong do not take ‘Panga’ with the weak as that would be synonymous with bullying behaviour. ‘Panga’ is that spirited act where passion and courage trump conventional logic and enables one to overcome seemingly impossible challenges.”
The campaign was kick-started with the first commercial featuring RJ Malishka which has been styled to include all the major elements of a Bollywood film. The storyline highlights the many attractions of the Star Sports Pro Kabaddi League and builds towards the excitement of watching the sport. The second TVC ‘Darna Nahin, Bindaas #LePanga, is a about a kid who gets kidnapped, on his way from school. Initially he gets bullied by the kidnappers, but later, he also takes the Panga and strikes back. The third film ‘Zero Se Ban Jao Hero- Le Panga’, is about a man who gets bullied by everyone around him, including his wife. Then one day, looking at the promo of the Pro Kabaddi League on TV, he gets the strength to fight back and he does so. On the day of the launch of the campaign, there were lots of conversations on the social media and people like Anand Mahindra, who is also the promoter of the League was found to be having fun with the hashtag # Le Panga. He tweeted saying ‘Mein to bilkul Pange Lene Wala Hoon…’
Previous season campaigns:
The campaigns for the first season of Pro Kabaddi were done by Ogilvy & Mather and there the attempt was to refresh the image of the sport Kabaddi and give it a cook look. The main crux of the films was ‘Jeet Te Wahin Jo Haar Nahi Mantey’.
Click here to view the ads: