Star Sports is the pre-eminent sports broadcast brand in India, as it is across much of the Asian region. Unfortunately, it had missed out on being associated with what would go on to be the most watched Twenty20 cricket league in the world, the Indian Premier League (IPL), when it was launched in 2008. In a cricket-crazy nation such as India, and in a popular format like T20, the IPL soon had a cult following, with its summer spectacle becoming a much awaited event in the international cricket calendar.
In 2014, Star India had an opportunity to make amends and get associated with the IPL brand, though with a different medium. StarSports.com won the license for the digital distribution of the 7th edition of the IPL from You Tube, the world’s largest online video portal.
As the IPL had taken a hit before the 2014 edition for various reasons, and Star India had to match the impressive reach of the previous incumbent, You Tube, it was imperative that the StarSports.com campaign give people a compelling reason to watch the latest IPL edition on its digital platform, thereby delivering results.