Star Sports has released its campaign for the upcoming ICC Cricket World Cup 2019 which starts later this month.
Conceptualised by Ogilvy, the film portrays the trophy as the 'crown of cricket’. It opens with a royal party to unveil the tournament. One of the servers at the party, takes off his suit to reveal his Indian jersey and kick start the 'crown cricket ka madamji hum le jaayenge' tune. The song slowly gains momentum and he's joined by fans from the other participating countries (including the Pakistani starring in the 2015 Mauka Mauka films).
Gautam Thakar, CEO, Star Sports, said, “The ICC Cricket World Cup is regarded as the most prestigious prize in World Cricket both, by players and viewers. Bringing the competitive element that every country holds during this tournament; the campaign showcases the very nucleus of the sport and how every team is going to England to get their hands on the Crown of Cricket. With more fan films in the pipeline, Star India is excited to bring the #CricketKaCrown theme alive and provide a spectacular TV viewing experience for the fans across the country.”
Sukesh Nayak, CCO, Ogilvy, said, “This is the World Cup. It’s the crown of cricket. And the best in the world are coming to England to get it. Our big idea came from the thought of coming to England to get the crown. We took a fan perspective to this entire thing. The campaign will have multiple films and fully integrated execution. Radio, activation and digital will build the big idea of #CricketKaCrown.”
The tournament is scheduled to be held in England and Wales between 30 May - 14 July.