Star Sports Network and Disney+ Hotstar have rolled out a campaign, 'Jo bhidega woh badhega' (whoever fights will rise) for season eight of vivo's Pro Kabaddi League.
Conceptualised by Star Sports' internal team, the film features cricketer MS Dhoni.
The film showcases Dhoni overviewing different protagonists and going through rough patches set out by unethical individuals. It depicts a young boy braving the pain for his team, a young woman revolting against eve-teasers, and a teenage boy standing up against his hostel bullies. It highlights the message of facing an enemy's face, head-on, amid injustices and rising up from the ashes to grow more powerful than before.
The film ends with a jingle on a stage that reiterates the message, 'Jo Bhidega woh Badhega' #LePanga (take action) and details the timings for the upcoming vivo Pro Kabaddi League.
Sanjog Gupta, head – sports, Star and Disney India, said, “We are thrilled to bring back vivo Pro Kabaddi League after a two-year hiatus. Kabaddi has a strong following among millions of fans who missed the sport during the pandemic and can now re-engage with #LePanga. The campaign celebrates the indomitable human spirit which has to overcome all kinds of challenges, big and small. We believe Kabaddi exemplifies this very spirit in its gameplay as the raider dares to enter the opposition team's half of the mat and takes on many defenders to triumph. Winning in life as in Kabaddi needs us to press forward with belief and take challenges head-on. 'Jo Bhidega woh Badhega' stands for this common truth. The action-packed sport requires quick thinking, situational awareness, swift moves, and a daring attitude, which combined with Disney-Star's unrivalled and innovative coverage makes it a compelling watch.”
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