Cricket is the driver for Star Sports bouquet of channels. There is kabaddi. There is badminton. There is football. There is tennis, too. But cricket take precedence over everything else. Not unexpectedly, though.
The strength of cricket and power of cricketers come to the fore when the Rupert Murdoch’s 21stCentury Fox-owned Indian media network makes a commitment of INR 16,347.5 crores for media rights of a cricketing property. The deal that will provide impetus to Star’s bouquet of news channels. That makes Star biggest news on India’s sporting and corporate horizon for several days. That creates more buzz than best of the marketing campaigns. That establishes cricket drives Star. Or, Star is the destination for cricket lovers in India.
Star India has successfully used cricket for generating traction for its GEC channels. And now, one of Star’s GEC channels has taken the cricketing route to get its new avatar recognized.
Star Bharat, erstwhile Life OK, is relying on two cricketing icons to establish its new identity. Mahendra Singh Dhoni and Indian women cricket team’s captain Mithali Raj have featured in the #bhuladedar series campaign for the Star Bharat.
The cricketing icons discuss how overcoming the fear became the turning point of their career. Dhoni overcame the fear to give up his established job with Indian Railways in pursuit of bigger goals in the field of cricket.
Mithali’s story in no less inspiring. There were many dissuaders when the young Mithali decided to embrace cricket as a career.
Dhoni and Mithali are part of Star Bharat’s #bhuladedar TVC series, which also features inspiring videos with several cinema personalities. Star Bharat is the reincarnation of Star Group’s Life Ok GEC channel.