With the spat between ESPN Star Sports and Hinduja Group MSO InCablenet set to be thrashed out in court, the channel has decided to take its campaign directly to Mumbai's viewers. 

The print campaign that the channel launched last week was upped a notch today. In areas where the ESPN Star Sports feed is currently not available, leaflets were being distributed along with the Times of India by newspaper vendors. 

Headlined "What's your problem Dubeyji (referring to the the local cable operator)?", the flier asks the question - "How can you say 80 paise a day is too much?" - (which is what the new monthly subscription rate of Rs 24 for the two channels works out to). 

This is an extension of its cheeky new campaign - "Its My Life" - on TV and print celebrating ESPN Star Sports' fifth anniversary in India. The campaign is being handled by ad agency HTA.