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Star India CEO Uday Shankar said, “In sport we are where we were in the general entertainment genre in the nineties. The industry was agape when Star launched the most expensive show of its time Kaun Banega Crorepati (KBC) with an equally expensive host then. But on the back of KBC were launched soaps that kept viewers hooked for almost a decade. This is exactly what we plan to do in sports.”

Star Sports creative communication head Juju Basu along with his team members comprising Vaibhav Chib, Vikas Dubey and Charles Chakkunny were part of the campaign.

Under the leadership of CEO Uday Shankar, Star India has been making some pioneering moves and initiatives; hotstar.com is another one of them.