Star Sports unveils ‘Le Panga’ campaign to promote Pro-Kabaddi League

26 Jun,2015

By A Correspondent

 

Star Sports has launched the marketing campaign for Star Sports Pro Kabaddi, titled Le Panga (#LePanga). The campaign created to inspire people to overcome personal limitations and barriers, endearingly portrays life situations where the protagonist(s) go through a transformational change on exposure to Kabaddi.

 

Talking about the campaign a Star Sports Spokesperson said, “As a sport, Kabaddi is unique in the nature of the challenge undertaken by the players. A raider is alone and almost always faced with insurmountable odds with the defenders waiting to pounce on him and use their collective physical might to overpower the raider and stop him from accomplishing his objective. The campaign, #LePanga, cites real life situations as in the sport that people can relate to.”

 

The first film of the series, marking the debut of well-known radio jockey Malishka as Inspector Laxmi Peter, went on air during the third ODI between India and Bangladesh.

 

The ad-film, full of Bollywoodesque drama, revolves around an ambitious female police officer, Inspector Laxmi Peter who can only be described as ‘the unlucky one’. The idea centres on Laxmi Peter getting inspired to change while watching a Pro-Kabaddi League match, having resigned herself to her fate. Inspector Laxmi Peter, in the climax, manages to finally capture the group of criminals and her elusive target Rakka all her on own.

 

The advertisement has been styled to include all major elements of a Bollywood film – the flashback to her childhood where she expresses her dream of becoming a police officer, the scenes where Rakka escapes her grasp after a chase and the climax where she ultimately overcomes her limitations to accomplish her goals, inspired by Kabaddi. The storyline highlights the many attractions of the Star Sports Pro Kabaddi League and builds towards the excitement of watching the sport.

 

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