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Star Sports’ #5MinuteAur campaign encourages everyone to play a little bit longer

The campaign for the Khelo India Youth Games in Pune this January is conceptualised to revive sports culture in India at the grass-root level by building a strong framework for all games played in our country

Click on the Image to watch the TVC.

Star Sports has unveiled a new campaign for the Khelo India Youth Games which is scheduled to be held from January 9 to 20, 2019, in Pune, Maharashtra. The film captures the essence of five minutes or #5MinuteAur, which has a strong call to action.

Taking the Khelo India movement forward, champions Mary Kom, Sushil Kumar, Manu Bhaker, Jeremy Lalrinnunga, Manika Batra, Neeraj Chopra, Rahul Chaudhari along with Minister of Col. Rajyavardhan Singh Rathore, Youth Affairs and Sports, will bring out the joy of playing through the TVC.

The #5MinuteAur campaign has a simple insight, we are all born with an inherent instinct to play, kids and adults alike. Portraying this five-minute agreement between a mother and a child, #5MinuteAur highlights the joy of playing and aims to encourage everyone to play a little bit longer. It establishes the message that sports builds and defines our personalities, the more we play the better we get. The manifesto, ‘Hum aaj aur khelenge toh kal aur jeetenge’ is true not just for the sport we play, but for life itself.

In its inaugural edition, Khelo India had a strong message ‘Kheloge kudoge banoge lajawaab’ encouraging more kids to play every day; it was an effort towards changing an age-old belief. Building on the core of this message through the #5MinuteAur campaign, Star Sports urges India to encourage kids to play for those extra five minutes.

Conceptualised to revive the sports culture in India at the grass-root level by building a strong framework for all sports played in our country, the upcoming season of Khelo India Youth Games will be held across 18 sporting disciplines in the Under-17 and Under- 21 age categories.

Scheduled to take place at Shree Shiv Chhatrapati Sports Complex in Pune, Khelo India Youth Games, Maharashtra 2019, will see over 10,000 participants from 29 states and seven Union Territories. The games will be brought to life by over 9,000 athletes, 1,800 technical officials, 1,000 volunteers and 1,000 personnel working behind the scenes.

The Campaign:


Agency: tiqui-taka

Client: Star Sports

Production House: Flying Pigs

Director: Shimit Amin

Music: Dhruv Dhanekar

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