Starsports IPL - addiktSchbang

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Star Sports IPL

Brand Design & Gudeline Development, Brand Experience

Transforming the TV experience of cricket for 1.2 billion viewers.

The Challenge

Star Sports won the IPL broadcasting rights for India's biggest sporting property—attracting 1.2 billion viewers over two months and broadcast nationwide in 4 regional languages with global interest. The broadcast experience needed to reflect both the iconicity of IPL and Star Sports identity while transforming how cricket appears on television for billions worldwide.

Our Approach

The Idea

Inspired by the fast-paced, adrenaline-powered T20 format, we created "Best vs. Best"—capturing how the world's best cricketers clash for champion status. The concept focused on explosive emotional moments that tie together players, stadium supporters, and home viewers.

Execution

We developed kite-like ignition shapes inspired by the Star logo that rapidly change shape and frame information across lower-thirds, bugs, and in-studio AR expressions. The color palette was customized for every match, creating a versatile system that refreshes the experience each time.

Impact

Results

The broadcast packaging system launched for IPL's 1.2 billion viewership, creating a playful experience across all content types.

Market Recognition

The "Best vs. Best" narrative and Star-inspired visual system provided distinctive broadcast identity for IPL Cricket Live, with kite-like shapes giving the visual experience transparent and fast qualities that matched T20's pace.