Title | PRO-KABADDI LEAGUE: THE KABADDI CLASSROOM |
Brand | PRO-KABADDI LEAGUE SEASON 6 |
Product / Service | STAR SPORTS INDIA NETWORK PVT. LTD. |
Category | A03. Illustration |
Entrant | BBH INDIA Mumbai, INDIA |
Idea Creation | BBH INDIA Mumbai, INDIA |
Production | BBH INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Russell Barrett | BBH Communications India Pvt. Ltd. | Chief Creative Officer |
Jonathan George | BBH India | Creative Director (Art) |
Ira Gupta | BBH India | Creative Director |
Deep Chhabria | BBH India | Creative Partner |
Mitul Patel | BBH India | Creative Partner |
Shelton Dsouza | BBH India | Creative Partner |
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.