14 Dec 2017
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Star Sports expands #DeshKeLiye campaign for Indian hockey team

MUMBAI: Star Sports has expanded its #DeshKeLiye for the Indian hockey team as the men gear up for a face-off against arch-rivals Pakistan in their second semi-final tie at the Hockey World League.

Team India made a victorious start to their semi-final campaign with a thumping 3–2 win in their opening tie against France. To celebrate this winning start and set the tone for their encounter with Pakistan, Star Sports has unveiled two new TV ads.

The new TVCs, taking the #DeshKeLiye thought forward, talk of the growing support for the team as they head to Rio Olympics, as first team in the world to qualify for sports’ biggest competition.

The TVCs continue to build on the patriotic theme of the original ad unveiled in the build up to the tournament in Belgium.

Set outside a halwai shop and at a barber’s, they take the narrative forward, highlighting how India’s success on the world stage has captured the imagination of the common man across the nation.

Over the last year, the national men’s hockey team has performed well, winning medals and accolades all over the world. The squad, led by captain Sardar Singh, won Gold at the Asian Games, beating Pakistan in the final to become the first team to secure their place in the 2016 Rio Olympics. A historic series win against Australia on the world champion team’s home soil followed. Yet, these achievements have largely gone unheralded and only the team’s failures have been highlighted.

The #DeshKeLiye campaign is an attempt to encourage fans and influencers to recognise these achievements and support the unsung heroes.