kabaddi to get a touch of glamour report
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“It was obviously not something that looked like it would be as popular as it has become. As a game it didn’t have glamour: it was familiar but not particularly desirable,” says Santosh Desai, MD and CEO, Future Brands, one of the leading chroniclers of Indian consumer culture. He freely admits he didn’t see the popularity of kabaddi coming.
Neither did many others when Star Sportslaunched the Professional Kabaddi League in 2014. We recall a fair degree of derision and comments in the vein of “What next? The Chor-Police Championships? Extreme kho-kho?” around the time it debuted. And yet when Star Sports was looking to bolster its offering after its demerger with ESPN, it zeroed in on kabaddi. Says Anupam Goswami, league commissioner – Pro Kabbadi League “Given our cultural diversity and sensibility, there was clearly room for an indigenous sport. We wanted to grow one and make it not just comparable to others, but to turn it into a world class model sport.”
And kabaddi appears en route to meeting that goal. From a smattering of a few brands taking a calculated risk in the first few seasons, season 5 boasts of Vivo as a title sponsor with Gillette, AMFI (Association of Mutual Funds of India), Bajaj Electricals, Indo Nissin and USL among others. The opening day of the current season began with 60 million impressions with a cumulative reach of over 50 million registering a jump of over 59% over Day One of Season 4, according to Star.
Neither did many others when Star Sportslaunched the Professional Kabaddi League in 2014. We recall a fair degree of derision and comments in the vein of “What next? The Chor-Police Championships? Extreme kho-kho?” around the time it debuted. And yet when Star Sports was looking to bolster its offering after its demerger with ESPN, it zeroed in on kabaddi. Says Anupam Goswami, league commissioner – Pro Kabbadi League “Given our cultural diversity and sensibility, there was clearly room for an indigenous sport. We wanted to grow one and make it not just comparable to others, but to turn it into a world class model sport.”
And kabaddi appears en route to meeting that goal. From a smattering of a few brands taking a calculated risk in the first few seasons, season 5 boasts of Vivo as a title sponsor with Gillette, AMFI (Association of Mutual Funds of India), Bajaj Electricals, Indo Nissin and USL among others. The opening day of the current season began with 60 million impressions with a cumulative reach of over 50 million registering a jump of over 59% over Day One of Season 4, according to Star.
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