With the start of the 2015 Cricket World Cup less than a month away, Starsports.com has unveiled their campaign for the competition titled, ‘Carry the World Cup’. The film which, seeks to promote video streaming of the series, has been conceptualised by Lowe Lintas and Partners.
The film is a collection of shots of people engaging in various activities throughout the day as they watch the tournament on their mobile devices. Meanwhile, a peppy song plays in the background, using their actions as the lyrics to the song.
Throughout the film, we see people working out at the gym as the voice over says, “Sweat the world cup”. As a man uses the public urinal, the singer says, “here, there, everywhere the world cup” and so on.
The film ends with the entire population running towards this huge screen, where they all place their phones in slots to create a huge screen. As the camera pulls back to show the crowd, a voice over says, “Watch the ICC Cricket World Cup 2015 on Starsports.com.”
A spokesperson from starsports.com said, "Given the centrality of the mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round the clock on a mobile screen this time. At starsports.com, we are putting together an exciting proposition for the digital fan. As always, Lowe has put together a compelling campaign for us that will resonate well with young sports fans around the country."
Arun Iyer, national creative director, Lowe Lintas + Partners added, "The youth don't believe that life comes to a standstill when the cricket World Cup is happening. It's this thought that was a springboard for the creative. We then just went ahead and showed all the stuff you can do while watching the World Cup. In execution, we wanted it to be really cool and have scale. And that's what Bharat Sikka has helped us do. 'Carry the World Cup' was a great way to capture our love for the World Cup without life coming to a standstill."
Creative agency: Lowe Lintas and Partners
Director: Bharat Sikka
Production house: Ransom Films
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No multi-agency pitch involved
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Watch the film conceptualised by Dentsu Impact here