Star Sports, the broadcaster of the ICC Men's T20 World Cup, has released the campaign anthem for the tournament that is scheduled to kick off on 17 October, 2021.
The anthem has been conceptualised by the internal creative team at Star Sports, in association with ICC. Titled ‘Live The Game’, the anthem showcases 3D figures of athletes and shows how different parts of the world engage with cricket and react to moments.
Sanjog Gupta, head-sports, Star and Disney India, said, “The Men's T20 World Cup is one of the biggest events on the global sports landscape. Its stature and allure serve as the ideal platform to recruit new fans, re-engage current fans and bolster the connect of the game. The USP of this campaign is the visual rendition of the invite and its trendy music amplifying the immersive #LiveTheGame proposition. The creative team at Star worked closely with the ICC and with award-winning international talent to develop the animated narrative to attract young fans who relate to gaming as much as to watching sports. The visual narrative is complemented by an addictive anthem, which has been composed by Amit Trivedi, to build the spectacle of the event. With this campaign, we hope to excite new cricket fans from Gen Z and elevate core cricket fans' anticipation for the tournament."
Claire Furlong, general manager - marketing and communications, ICC, said, “We are excited to be launching this film ahead of the ICC Men’s T20 World Cup 2021 which is so different to anything we have delivered before. cricket has more than a billion fans around the world, and we wanted to put our young fans in the heart of the action alongside their heroes and allow them to live the game. Partnering with Star Sports and Amit Trivedi to create the animation and music for the campaign has given us a wonderful opportunity to celebrate the fact that India is our host despite the event being staged in Oman and the UAE. I hope cricket fans enjoy watching and listening to this as much as we enjoyed creating it.”
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