Star Sports, the broadcaster of the ICC World Cup 2015 in India, is looking to generate buzz around the tournament.
A three-phase campaign was set to meet the objective. Currently, the campaign is in its third phase.
Along with the much-talked about India-Pakistan TVC and the '#WontGiveItBack' launch campaign there are around 10 other films currently on air. The films are currently on-air across the Star network, as well as GECs, movie channels, news networks and regional channels across five languages.
The TVCs have been conceptualised by Lowe Lintas + Partners and the Star Sports in-house team.
The earlier two phases saw shows such as 'Legend Talk - Chase the Dream’ - a campaign led by Sachin Tendulkar, which put the importance of World Cup in perspective.
Second phase was kick started by the #WontGiveItBack campaign. This was followed by individual player promo with likes of Virat Kohli, M.S Dhoni etc.
The network will broadcast the tournament in six languages - Bengali, Tamil, Malayalam and Kannada, apart from English and Hindi.
Sanjay Gupta, COO, Star India said, “The World Cup is the biggest event for Indian consumers. The last edition was watched by 90per cent of TV viewers in the country, making it the largest aggregation of consumers possible. With India as the defending champions, the whole country is set to follow the team’s defence of its title in Australia and New Zealand and we, at STAR, plan to make this World Cup, a ‘Cup for All’. We will introduce many firsts and innovations in sports broadcasting to take the great game of cricket to the next level and provide an unprecedented viewing experience to the millions of cricket fans in India.”
The network has also launched two new HD channels - Star Sports HD 3 (an all Hindi channel) and Star Sports HD4.