Star Sports has rolled out its campaign for the ICC Cricket World Cup 2015. Titled,'#wontgiveitback", the film has been conceptualised by Lowe Lintas + Partners and it features members of the Indian cricket team and fans of team India.
It opens with Virat Kohli saying 'Woh sledge karenge' (opponents will sledge). The next shot shows fans replying to Kohli saying, 'We'll give it back'. Next, Rohit Sharma is shown saying 'They'll (opponents) play mind games. The fans reply once more saying, 'We'll give it back'. Next is Umesh Yadav's concern, of Australia and New Zealand having home support. Fans reply again with the same chant. Shikhar Dhawan and Ajinkya Rahane's concerns are almost met by a 'we'll give it back' chant from the Indian team supporters. Finally, Mahendra Singh Dhoni is shown and he says, 'But the World Cup..' which is met by a huge '...we won't give it back' chant. The film ends with a super of the ICC World Cup 2015 logo.
Arun Iyer, national creative director, Lowe Lintas + Partners, said, “We wanted to capture the aggressive attitude of the new Indian cricket team. They are team that gives it back. And given the fact that we are defending champions we felt won’t give it back was an interesting way to capture this attitude.”
The campaign will be running across the Star Network on television and will be supported by digital, print, radio and outdoor.
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