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 starting 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 in ICC Champions Trophy will be hotly contested as it features only the top eight ODI teams in the world.
Speaking on the occasion, 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.”
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 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 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.