Star Sports

Empowering the women of India to #CrossTheLine.

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.

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ACTIVATION • SOCIAL • SPORTS MARKETING • SPORTS • MEDIA

MAKING A MOVEMENT

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.

GAINING MOMENTUM

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.