Star Sports is running a campaign themed ‘Asli Test baaki hai’, to promote the ongoing India-Australia Test cricket series for the Border-Gavaskar Trophy. Two films have been created by MWG Group as a part of the campaign that went on air on 20 February on Star India’s bouquet of channels.
The campaign has been developed to build up the new Indian team as it faces the Australian team. It is based on the insight that for people to idolise the new cricketers, they need to prove their mettle on field with the test series against Australia. The film titled ‘Train’ revolves around a conversation between a young boy travelling by train with his family, and a middle aged man. As the boy plays around with a cricket bat, the man asks him if he would become a batsman once he grows up. The boy says that he will play for India. The man starts guessing who he’d go on to become like, and takes the names of Dravid, Pujara, and Raina. The boy says he hasn’t decided yet, because ‘Asli Test baaki hai’ (The real test is not yet over). The voice over explains that everyone knows that the new team India’s real test is yet to be played. The film ends introducing the ongoing Test series between India and Australia as the ‘Asli Test’.
On the campaign, Sanjay Gupta, chief operating officer, Star India, said, “Through the BCCI season we have been focusing on a new team India with its new set of heroes. While we applaud the new talent we are also cognizant that in the future they will have to face a lot of stern tests before they can truly become world beaters. The overarching creative thought comes out from this - ‘True heroes only emerge from the toughest battles’.”
On the creative idea behind the campaign, Ashish Chakravarty, chief creative, MWG, said “The idea of the campaign is to highlight the increasing expectations of the viewers from the new team India. It is time for them to step up and showcase to the nation that they can stand up to their expectations.”
Client: Star Sports and Star Cricket
Creative agency: MWG Group
Chief creative: Ashish Chakravarty
Production house: Red Ice Films
Director: Narayan Shi
Producer: Gary S