Press Release

Star Sports launches ‘The new face of Hockey’

20 January 2014

Star Sports has launched a marketing campaign to build the second edition of Hero Hockey India League (HHIL) which starts later this month on 25 January, 2014. Star Sports has shot the marketing campaign across all six team states which are participating in the league.

The campaign shows all team players showcasing their skills at different locations in the region. Leveraging the presence of national and international hockey players, the broadcaster has positioned the league as 'The new face of Hockey'.

This year, 72 Olympians from 11 countries will participate in the league which will be played in six cities including New Delhi, Lucknow, Mohali, Bhubaneswar, Mumbai and Ranchi. A total of 34 matches will be played across 29 match days.

Gayatri Yadav, Executive Vice President, Marketing and Communications, Star India, said, "HHIL in just its second edition has emerged as a truly global league and has attracted the world's best Hockey talent to its fold. We will complement the standard of the league and mount a special production effort to showcase Hockey like it has never been done before. We will create an exciting visual spectacle for Hockey fans. We will present 'The new face of Hockey'.”

“In a bold and unprecedented move, we shot the campaign for HHIL across all the team states using iconic backdrops and elements of each team's hockey heritage. The visuals show star players of each team presenting the 'The new face of Hockey' at the landmark locations in their regions whether it is the by lanes of Varanasi for the Uttar Pradesh Wizards team or Jantar Mantar for the Delhi Waveriders team. The idea is to build team affinity as well as local pride for each and every participating team," added Yadav.

Juju Basu, Head -Communications, Sports business, Star India, said, "The campaign has been created to strengthen the bond between the fans and the teams using their team stars at the locations they are proud of. The films are a cheer for the great hockey action that this league has started bringing to India." The Ranchi Rhinos

Overall, the campaign will have seven different films - one for each team and an overall thematic spot. The campaign has been shot at locations in each of the participating franchise regions. The campaign for Delhi Waveriders team was shot at the Jantar Mantar while players from the Uttar Pradesh Wizards team were filmed playing Hockey in the lanes of Varanasi. The Kalinga Lancers campaign was shot at Puri beach. Players of Dabur Mumbai Magicians were shot playing Hockey in a Mumbai local train while Ranchi Rhinos ad-campaign was shot with players playing at Dassam Falls. The players of Jaypee Punjab Warriors team were filmed in Amritsar with the Golden Temple as the back drop.

The campaign will be played across key channels of the Star network.


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