Ahead of the upcoming Vivo IPL, Star Sports and BCCI have collaborated to roll out an anthem that has been conceptualised by Ogilvy & Mather.
Titled 'Best vs Best', the hindi anthem is a new age take of the Mohammed Rafi classic, 'Yeh Desh Hai Veer Jawanon Kaa'. It features great moments from yesteryears of the IPL as well as youngsters enjoying a game of cricket on the streets.
Sanjay Gupta, managing director, Star India, said, “The very essence of Vivo IPL is a thrilling, action-packed celebration of cricket where the best of talent take on each other in one of the most gruelling cricket tournaments in the world. It is a fantastic celebration of both the game and its millions of fans across the world. The 'Best vs Best' campaign endeavours to showcase the pinnacle of cricket that this tournament is associated with.”
Rahul Johri, CEO, BCCI, said, “For us at the BCCI, the focus has always been on increasing the fan base for the sport by engaging not only the hard-core cricket fans but also those who do not follow the sport on a regular basis namely women and children. We hope this campaign spurs the non - cricket viewing public to engage more deeply with the Vivo IPL 2018 like never before."
Piyush Pandey, executive chairman and creative director, Ogilvy & Mather, South Asia, added, “IPL is the legendary cricket tournament in the world where every team is equally balanced and has an equal chance to win. It's truly the best v/s the best. The campaign not only reflects the energy but also captures the fact that this is the best platform for young cricketers. We had fun putting it together!”
Along with Hindi, the anthem also has Tamil, Bengali, Kannada and Telugu versions. The 11th edition of Vivo IPL starts on 7 April with Mumbai Indians taking on Chennai Super Kings.