Top Story

e4m_logo.png

Home >> Media - TV >> Article

Star Sports’ new film for Khelo India School Games urges youngsters to play hard

12-January-2018
Font Size   16
Star Sports’ new film for Khelo India School Games urges youngsters to play hard

Across generations in India, there is an age-old Indian adage that goes, ‘Padhoge Likhoge Banoge Nawab, Kheloge Kudoge Banoge Kharab’. This has become a motto to encourage youngsters to single-mindedly study hard in order to be successful. Challenging this societal norm, Star Sports’ new film emphatically states, ‘Kheloge kudoge toh banoge lajawab’, a new motto for India’s youth to follow. The film has been launched to promote the pioneering initiative of the Ministry of Youth Affairs and Sports Government of India, “Khelo India School Games”, which will be broadcast on the Star Sports network and Hotstar, beginning January 31, 2018.

Through a series of dramatic sequences of various sports, and a moving script, the film is a call for youngsters to pursue sports alongside education. The film features Indian sports heroes such as badminton player P Gopichand, tennis star Leander Paes, Indian football captain Sunil Chhetri, Olympic badminton silver medalist PV Sindhu, Olympic wrestling bronze medalist Sakshi Malik, renowned Paralympic athlete Deepa Malik, hockey player Sardara Singh, Kabaddi player Rahul Chaudhari, and gymnast Dipa Karmakar.

“Sports stars will emerge from every corner of this country,” says the Hon’ble Minister of Youth Affairs and Sports Col. Rajyavardhan Singh Rathore in the film. “Let’s strengthen the culture of sports,” he continues, encapsulating the theme of the Khelo India School Games.



Film Credits:
Creative Agency: Star Sports creative communications team
Concept, lyrics and story: Vikas Dubey
Music director: Hanif Shaikh

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...