Cultural/Context information for the jury

Kabaddi is an ancient Indian game. The Pro Kabaddi League is a new age, competitive version of this childhood sport on prime time television. The brief was to get new audiences familiarised with the world of Kabaddi, while creating a stronger resonance with existing traditional audiences. Our objective was to give Kabaddi a facelift and portray it as a modern, formidable sport that has now evolved with time. We launched the campaign 'Bachpan Ka Khel Hai, Bacchon Ka Nahin' (It's a childhood game, but it’s not child's play). The idea of a childhood game that has now come of age. The Kabaddi Classroom Project was a series of illustrations to reintroduce people to Kabaddi in its new avatar - the rules, updated terminology, the moves - everything you need to know to start following the league. These were executed as posters at event venues, direct mailers and social media posts.