MUMBAI: Star Sports – India’s leading sports broadcaster is constantly striving to find innovative and creative ways to bring sports closer to its wide gamut of viewers.

Breaking away from the norm, Star Sports introduced animated storytelling with a bat and ball as humanized characters that help break the clutter and drive recall for the ongoing contest between India and South Africa.

Conceptualized by the in-house creative team at Star Sports, the campaign builds on using a visual identity that will cater to fans of all ages. The TVCs created a unique identity in the form of a ‘Cricket Universe’, where the Bat termed as ‘Balla Ram’ and Ball as ‘Ball-Adams’ – symbolize the fan voices from the two countries and are seen in a real-life environment.