Ad Campaigns
Excitement soars for WPBL’s new digital campaign by Bijoy Shetty
MUMBAI: Pickleball fever has hit India, and there’s no turning back. Ahead of the highly anticipated inaugural World Pickleball League (WPBL), the league has launched an electrifying digital video campaign directed by the acclaimed Bijoy Shetty. This campaign sets the stage for a thrilling sportainment extravaganza, with the league kicking off on 24 January and running until 2 February 2025.
The digital video campaign (DVC) captures the sheer obsession pickleball is stirring across the country. Known for his creative brilliance, Bijoy Shetty delivers a high-energy glimpse into the sport’s magnetic appeal and the excitement surrounding India’s first franchise-based pickleball league.
Sharing his thoughts, Shetty said, “Creating something for a dynamic sport like Pickleball, which is taking the world by storm, was an exciting challenge. Inspired by the energy and enthusiasm of Pickleball players and its fans, I wanted the ad to capture the same thrill that drives this incredible sport. It was a joy to bring my own perspective to it, and I hope everyone enjoys the ad and the upcoming league as much as I enjoyed working on it. I know I’ll be on the edge of my seat watching the league unfold!”
The campaign brilliantly portrays how pickleball is more than just a sport—it’s a phenomenon sweeping across courts, backyards, and communities. The narrative highlights how pickleball, much like cricket in India, has found its way into the hearts and daily lives of enthusiasts.
The World Pickleball League will feature six competitive teams owned by corporate leaders and celebrities, along with a lineup of top Indian and international players. As pickleball continues its meteoric rise in popularity, WPBL aims to solidify India’s position as a key hub for the sport in Asia.
WPBL co-founder & CEO, Gaurav Natekar expressed his excitement for the campaign and the league, “We are very excited about the DVC launch. What we wanted to capture is that the league is not only about serious Pickleball, featuring some of the best players in the world, but also about showcasing the fact that anyone, in almost any environment, can play Pickleball. That’s the beauty of the sport. And that’s what we aim to achieve with the World Pickleball League. We aim to bring people together through the sport, creating communities, and building a professional league that is commercially viable for all our stakeholders and partners.”
Executive creative director of the campaign, Manav Parekh shared his perspective, “Pickleball is blowing up and for good reason! To show that obsession we turned to our childhood days for inspiration. Our obsession to play cricket anywhere and everywhere we could. Use anything as wickets and viola! Similarly, how would using anything/anyone as a Pickleball net look? That’s what this film is. The obsession with Pickleball is here and it’s only going to grow.”
The league matches will take place at CCI Stadium, Mumbai, with live broadcasts on Sony Ten 2 and FanCode. Tickets are available through Swiggy Scenes, making it easy for fans to experience the action up close.
For more content and updates, visit:
1 Instagram: Instagram | The game that makes every heart go dink-dink is here with a league of its own. World Pickleball League in action from 24th January to 2nd February—live from CCI, Mumbai. Catch it on Sony Ten 2 and FanCode.
2 YouTube: WORLD PICKLEBALL LEAGUE | 24TH DECEMBER TO 2ND FEB | AT CCI STADIUM
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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