Star Network lines up marketing campaign for ICC Champions Trophy
MWG TAG conceptualises television commercial on the theme 'Zor Lagao Champion Banao'
BestMediaInfo Bureau | Delhi | May 31, 2013
Star Sports 2 and Star Cricket have launched a high-decibel marketing campaign with the core theme of 'Zor Lagao Champion Banao' to promote the forthcoming ICC Champions Trophy 2013 which gets underway in England from May 30. The campaign is based on the insight that there is a symbiotic relationship between a spectator or fan and a player which inherently means that the spectator becomes as much a part of the game as the player himself.
Each and every match of the tournament will be hotly contested as it features only the top 8 ODI teams in the world. India, placed in group B, will take on Pakistan, South Africa and West Indies in the group stage. Australia, England, Sri Lanka and New Zealand form group A. The top two teams from both the groups will qualify for the semi-finals.
Vijay Rajput, Chief Operating Office, ESPN Software India, said, “Cricket is a religion in this country. Fans live and feed off each and every moment of cricket especially when the men in blue are in action. He jumps in joy when his favourite batsman hits a boundary; he becomes the ecstatic bowler who has just taken a wicket. The relationship is intense. From the players' perspective as well, this intensity is reciprocated as they get equally excited when they receive vociferous support from spectators inside the stadium or outside.”
MWG TAG, a full-service creative agency from McCann Worldgroup India led by Prasoon Joshi, has conceptualised the overall theme campaign. The main thematic film for the campaign has been directed by ace Bollywood director Dibakar Banerjee. The film features some of the leading Indian players including Indian captain MS Dhoni along with Virat Kohli, R Jadeja, R Ashwin, S Raina and Bhuvaneshwar Kumar.
Talking about the campaign, Joshi said, “The campaign is driven from the insight 'Kaun banata hai champions?' Who makes a player and a game great – the hard work and dedication of the player or the love and passion of the fans? What this campaign believes in is that without the love, passion and energy of the fans, no player and game can attain great heights. I am thankful to Dibakar for this great execution.”
The campaign is being supported across the entire Star network with innovative and disruptive astons, bugs, etc.
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