About the Brand

The Star Sports Network features 17 channels that broadcast premier sporting events. The network leverages its vast reach to develop dedicated viewership for sports, fostering a culture that encourages participation. Through Pro Kabaddi League, Star Sports has re-imagined the indigenous sport.

Campaign Objective

Star Sports wanted to expand the Pro Kabaddi League’s reach among Bharat and Gen-Z sports enthusiasts at scale via platforms with a robust creator ecosystem and an understanding of the intended target audience. The core objective was to increase relevant engagement for its flagship campaign featuring cricketer Mahendra Singh Dhoni, #LePanga.

Brand’s Ask

In a pandemic-stricken environment, the brand hoped to encourage audiences to engage with Kabaddi by leveraging ShareChat Network's (ShareChat + Moj) creator ecosystem and large audience base that includes both - Bharat and Young India. Star Sports wanted to continue strengthening the community of sports enthusiasts and drive the league's scale to new heights by making it available to millions of fans.

Our Solution

Leveraging the unique capabilities of ShareChat and Moj apps, an approach was put together that allowed Star Sports to drive awareness and engagement around Pro Kabaddi League with its desired audiences despite the challenges of the pandemic. A designated category was created for Kabaddi on ShareChat’s home page. A premium-in app real-estate which helped drive higher user visibility and increased engagement around Kabaddi using content from the Pro Kabaddi League. Similarly, a creator-focused campaign strategy was put together to drive Pro Kabaddi League’s popularity among millennials and Gen Zs on the Moj app. The creator ecosystem was leveraged in a uniquely interactive manner that brought in a wave of user-generated content.

Results

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