- It Takes One Day’ campaign connects to the Men’s CWC 2023 ‘Navarasa’ showcasing the raw emotions experienced by fans and players
- Campaign film featuring Bollywood’s Shah Rukh Khan along with cricketers including Jemimah Rodrigues, Eoin Morgan, Jonty Rhodes & Shubman Gill view here
- The campaign unveiling saw over 85 content creators, in an event organized by Meta, its official digital content licensee
- The film was produced in partnership with the ICC’s global broadcast partner Disney Star
With 77 days to go to the pinnacle event of ODI cricket, when the ICC Men’s Cricket World Cup 2023 comes to the shores of India, the International Cricket Council (ICC) and The Board of Control for Cricket (BCCI) unveils its exciting campaign ‘It Takes One Day’ stirring up emotions of fans, whilst also celebrating the format of the game. The campaign launch took place amidst more than 85 content creators, from across India, in an event organized by Meta, ICC’s official digital content licensee.
The truly unmissable ‘It Takes One Day’ campaign puts fans and players at its heart, showcasing the iconic moments of the World Cup and connecting them to the specially conceptualized Men’s Cricket World Cup 2023 ‘Navarasa’ which symbolizes the nine emotions fans most commonly experience during a cricket match.
Reliving some of the most decorated moments in the fabled history of the Men’s World Cricket Cup, the campaign showcases the journey of raw emotions experienced by both players and fans collectively over One Day. Through the magic of ‘Match Cuts’, the film connects these emotions to the nine ‘Navarasa’ anguish, bravery, glory, joy, passion, power, pride, respect and wonder where it takes one day to experience this rollercoaster.
Adding flair and grandeur to the fast-paced campaign film is Bollywood superstar Shah Rukh Khan, along with renowned cricketers –JP Duminy, Shubman Gill, Dinesh Karthik, current Men’s Cricket World Cup winning captain Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes and Jemimah Rodrigues. The film was developed in partnership with the ICC’s global broadcast partner, Disney Star.
Considering the way content creators shape culture, the ICC and Disney Star worked with Meta to launch the campaign amongst creators from all parts of India at Meta’s India headquarters in Mumbai on Thursday. Over 85 creators viewed the launch, including regional creators from cities such as Mizoram, Haldwani and Kochi. A panel consisting of cricket commentator and expert Harsha Bhogle, cricketer Shikhar Dhawan, Sanjog Gupta, Head-Sports, Disney Star and Sandhya Devanathan, Head and VP, Meta in India, addressed the gathering.
Speaking about the campaign for the ICC Men’s Cricket World Cup 2023, ICC Chief Executive, Geoff Allardice said: “This campaign is a true celebration of One Day International cricket and builds a sense of anticipation of what we can expect when the ICC Men’s Cricket World Cup 2023 returns to India. The emotions, or Navarasa, are felt by fans and players alike during One Day and this campaign brings to life that shared experience.
“Cricket and cinema are at the heart of Indian psyche, and we’ve infused the two to create appeal far and wide. The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional line-up of cricketers will only help us deepen our connect in this country, while captivating the attention worldwide.”
Fans can register their interest to be the first to learn about ICC Men’s Cricket World Cup 2023 updates by signing up via the event’s website, cricketworldcup.com.
Source- ICC Media Zone, July 20, 2023.
