When India is playing cricket, an estimated 400 million of its citizens will be watching on TV. But it’s not just cricket driving sports fanaticism. Other sports, like football, are gaining rapid ground too, especially amongst the young. Star is India’s favourite broadcaster. Never afraid to take a big bet, it made a milestone decision to invest big in sport. Star Sports’ ambition was to trigger a nationwide sporting revolution by opening up incredible possibilities to India’s young people. We helped it launch its new sports network to inspire the fastest-growing youth population in the world. Not just to watch sport, but to actively get involved.

Big fans deserve big dreams. We created a ‘multi-sport, multi-language, multi-platform’ strategy, helping the new network access and engage a grassroots movement in sport – and take broadcasting to the next level. ‘Inspiring the hero’ within every young Indian gives Star Sports an important role in the lives of millions of young viewers across the country. More than that, it has the power to become an icon for a generation. Star Sports now has the potential to trigger a new era of sport in India and invite everyone to take part in creating it. The brand isn’t positioned alongside other sports broadcasters, but amongst the greatest sports brands in the world.