Pro Kabbadi League breathed life into the rustic Indian sport, Kabaddi. With the premier Kabbadi event back again with the sixth edition of the competition, Star Sports has come up with a new campaign aiming at re-positioning of the sport. The tagline of Pro Kabaddi Season 6 campaign is ‘Bachpan ka khel hai, baccho ka nai‘, which translates to ‘Kabaddi been played as a childhood sport; but it is no child’s play’.
BBH India has created the ad campaign, featuring the likes of Anup Kumar (Jaipur Pink Panthers), Pardeep Narwal (Patna Pirates), Monu Goyat (Haryana Steelers) and Rishank Devadiga (UP Yoddha).
This edition’s ad campaign builds on the gritty ‘Le Panga’ advertising narrative which was first introduced in season 2 of Pro Kabaddi.
Star Sports spokesperson said that the sport is seen as a local sport which we all have played as kids in every nook and corner, schools and playgrounds. It’s time we change this perception for kabaddi to be seen as the sport that requires physical prowess, mental fortitude and skill. The new campaign captures that “seriousness of the sport” and gives an account of the sheer dedication, skill, physical and mental grind kabaddi players have to go through.
Telugu Titans and Tamil Thalaivas lock horns against each other in the curtain raiser of the sixth season on 5 October in Chennai. In total, there are a total of 12 participating teams. This is the first occasion where record biddings were made as six players fetched over Rs 1 crore. Monu Goyat became the highest-paid Pro Kabaddi player when he was snapped by Haryana Steelers for Rs 1.51 crore.