Mashal Sports with the support of the International Kabaddi Federation (IKF) and the Amateur Kabaddi Federation of India (AKFI) have teamed up to launch Pro Kabaddi with Star Sports … read morebeing the official broadcast partner. While Kabaddi has successfully progressed from an Indian sport to one played in the international arena, it fails to connect with the youth of today. It was no longer cool and this was the biggest challenge. Through the ‘Life is Kabaddi’ campaign, Ogilvy and Mather attempts to engage the youth at an emotional level with this intrinsically Indian game; make them see the game in a whole new light.
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