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Star Sports releases 'Le Panga' campaign to ignite the Kabaddi fervour

As in Kabaddi, life also throws up situations where the odds are heavily stacked against you. You have a choice to make. Take the safe option out and make provisions to adjust to the situation; or take on the larger odds and triumph. That moment, when we resolve to take on impossible odds and challenge the status quo, is our Le Panga moment.

Star Sports, India’s leading sports broadcaster,  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.”

“Panga is a positive emotion, where action leads to improvement. Fundamentally, the strong do not take ‘Panga’ with the weak as that would be synonymous with bullying behavior. ‘Panga’ is that spirited act where passion and courage trump conventional logic and enables one to overcome seemingly impossible challenges,” he adds.

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 One Day International 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.

Client: Star India / Star Sports
SVP Marketing Head: Shubhranshu Singh
AVP Marketing: Gaurav Chaturvedi
Concept and Story : Vikas Dubey
AVP On Air Promotions: Vaibhav Chib
Art Director: Charles Chakkunny

Production Company: Hot Films
Director: Vijay Maurya
Executive Producer: Payal Arora
Producer: Sameer Viegas
DOP: Manoj Kumar Khatoi


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