When leading Indian sports network Star Sports decided to launch a women’s league for the male-dominated kabaddi, the question on everyone’s lips was the same—who’s going to watch it? But rather than let that stop them, they turned to BCW. And we changed Indian sports culture forever.
In India, kabaddi is a “man’s sport.” It’s a full-contact, high-octane affair and only through an absolute onslaught of rough athleticism can players score points by crossing a simple white line. To the women of India, however, crossing the line wasn’t just a goal. It was a stand for equality, a taking what’s theirs, a declaration of their power as human beings.
That’s why we didn’t just sell a league. We built a movement of empowerment focused on the women of India who were breaking boundaries and crossing lines. Using documentary film and a promotional tour to tell the story, we ignited a country-wide conversation and drew thousands to the new league.
The media. Bollywood. Male sports fans. With the power of #CrossTheLine, we won them all. Celebrities joined the cause (unpaid) and encouraged fans to attend matches, with the entire experience earning more views than the 2016 EUFA European Championships.
We broke every record in Indian sports history. Reaching over 125 million Indians in just a month and earning 3x the number of viewers of the Euro 2016 championships, we drove unthinkable ticket sales, match views and support for the league.
Within days of launching the campaign, the internet was aflame with talk of the league.
125M+ REACH IN ONE MONTH
90M VIEWERS OF FINAL LEAGUE MATCH
Gold-Best in Lifestyle, Luxury & Sports - Star Sports - All the kids go Kabaddi, Kabaddi!
Bronze Award South Asia PR Campaign of the Year - Star Sports - #CrossTheLine
Bronze Awards Arts, Entertainment & Media Campaign of the Year - Star Sports - #CrossTheLine