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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

Star Sports expands #DeshKeLiye campaign for Indian hockey team

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