STAR India has taken brand STAR beyond television through its association with ‘Smaaash – Inspired by Star’. Smaaash is a sports-based entertainment centre with cricket at its core and stands for active entertainment.
It is a fully immersive and an addictive experience, which will provide the audiences an opportunity to play cricket ‘Live’. The centre is promoted by Shripal Morakhia, the erstwhile promoter of SSKI and Share Khan. Cricket icon Sachin Tendulkar is also associated with this venture, shared an official release.
“Star has always stood for thought leadership and with ‘Smaaash - Inspired by Star’, we take brand STAR beyond television to create an immersive entertainment experience for audiences,” said Uday Shankar, CEO, STAR India.
STAR, whose acquisition of ESS’ sports broadcast businesses is now virtually imminent, will provide international quality cricket experience to sport buffs through the centre. ‘Smaaash’ promises to bring an international quality cricket experience, where the players can face off against top cricketers such as Sachin Tendulkar, Brett Lee, Anil Kumble and many others in a simulated environment.
The release added that STAR is proud to be associated with ‘Smaaash’, which is the largest aspirational, immersive, recreational destination in India. The centre, spread over 24,000 sq ft at Kamla Mills Compound, Lower Parel, is in line with STAR’s promise of inspiring and entertaining audiences and will help bring this promise alive in a ‘Live’ environment.
‘Smaaash Centre’ has eight cricket lanes, an F&B arena and other arcade games including a F1 simulator, FPS simulator, etc. The ‘Smaaash’ cricket lanes enable ‘Live’ cricket play using the Hawk-Eye and Bola technology. Sachin Tendulkar’s involvement has been very active in this concept during the initial testing as well as in designing the overall experience.