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ESPN Star Sports launches new campaign to retain subscribers

07-January-2002
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ESPN Star Sports launches new campaign to retain subscribers

ESPN Star Sports is unveiling a new campaign called ‘Sports — It’s My Life’ on TV and print to celebrate its fifth anniversary in India as well as to motivate people to shell out the extra bucks for its recently-hiked cable subscription rates.

All the TV promos featuring Navjot Sidhu, Harsha Bhogle, Geoff Boycott and Naseeruddin Shah end with the message “Pay your cable operator.”

The print campaign designed by HTA is even cheekier. The campaign has punchlines like “A recent survey says men only think about sex,” while the body copy debunks the headline saying men are crazy about sports actually. Another one has a girl suggestively asking, “Guess who I spent the last night with,” hinting of course at the English premier league telecast.

Meanwhile, ESPN Star Sports, which has lined up an impressive array of cricket and football coverage in their 2002 telecast, have yet to bag the Big Ticket events: World Cup Cricket and World Cup Soccer. While WSG Nimbus has the cricket rights, the soccer rights are with Siddharth Ray’s Stracon India.

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