STAR Sports 2 and STAR Cricket has 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 starting May 30. The campaign is based on the powerful insight that there is a symbiotic relationship between a spectator or fan & 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 in ICC Champions Trophy will be hotly contested as it features only the top 8 ODI teams in the world. India, placed in group B, will take on the full might of Pakistan, South Africa and West Indies in the group stage. Australia, England, Sri Lanka and New Zealand form group A. Top 2 teams from both the groups will qualify for the semi-finals.
Speaking on the occasion, Vijay Rajput, Chief Operating Office, ESPN Software India Pvt Ltd, 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."
The advertising agency MWG TAG led by Prasoon Joshi and his team have 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, Prasoon Joshi, said, "The campaign is driven from the insight ‘Kaun banata hai champions?' Who makes a player and a game great – the hardwork and dedication of the player or the love and passion of the fans? What this campaign believes is that without the love, passion and energy of the fans no player and game can attaingreat 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.
STAR Cricket & STAR Cricket HD will showcase all the 15 matches of the tournament in English while STAR Sports2 will showcase all matches in Hindi. Besides, the sports broadcaster will also showcase 4 of the 6 practice matches branded "Kick-off" live before the start of the main tournament. India takes on Sri Lanka on June 1 while the India Australia encounter is scheduled for June 4. The Pakistan vs. Sri Lanka match on May 30 and the Pakistan vs. South Africa match on June 03 will also be broadcast live as part of the "Kick-off" series.