Across generations in India, there is an age-old Indian adage that goes, ‘Padhoge Likhoge Banoge Nawab, Kheloge Kudoge Banoge Kharab’. This has become a motto to encourage youngsters to single-mindedly study hard in order to be successful.
Challenging this societal norm, Star Sports’ new film emphatically states, ‘Kheloge kudoge toh banoge lajawab’, a new motto for India’s youth to follow. The film has been launched to promote the pioneering initiative of the Ministry of Youth Affairs and Sports Government of India, “Khelo India School Games”, which will be broadcast on the Star Sports network and Hotstar, beginning January 31st, 2018.
Through a series of dramatic sequences of various sports, and a moving script, the film is a call for youngsters to pursue sports alongside education. The film features Indian sports heroes such as badminton player P Gopichand, tennis star Leander Paes, Indian football captain Sunil Chhetri, Olympic badminton silver medalist PV Sindhu, Olympic wrestling bronze medalist Sakshi Malik, renowned Paralympic athlete Deepa Malik, hockey player Sardara Singh, Kabaddi player Rahul Chaudhari, and gymnast Dipa Karmakar.
“Sports stars will emerge from every corner of this country,” says the Hon’ble Minister of Youth Affairs and Sports Col. Rajyavardhan Singh Rathore in the film. “Let’s strengthen the culture of sports,” he continues, encapsulating the theme of the Khelo India School Games.
Creative Agency: Star Sports creative communications team
Concept, lyrics and story: Vikas Dubey
Music director: Hanif Shaikh