Star Sports’ power-packed presentation for Ind-Aus series

The marketing campaign focuses on a new look Team India as it fights for the Border-Gavaskar Trophy; VVS Laxman joins a star studded expert panel

e4m by exchange4media Staff
Updated: Feb 23, 2013 8:31 PM
Star Sports’ power-packed presentation for Ind-Aus series

Sports broadcaster Star Sports has launched a full-fledged campaign, with the core theme ‘Asli Test Baaki Hai’, to promote the India-Australia Test cricket series for the Border-Gavaskar Trophy, which got underway in Chennai on February 22, 2013.

The campaign has been developed to build up the new Team India as it faces the Australians. Star Sports has also lined up an expert panel of cricketing stars who will do commentary as well as studio analysis on every match day in English (Star Cricket and Star Cricket HD) and Hindi (Star Sports). The commentary line-up includes legends such as Sunil Gavaskar and Allan Border.

Sanjay Gupta, Chief Operating Officer, STAR India said, “Through the BCCI season, we have been focusing on a new Team India with its new set of heroes. While we applaud the new talent we are also cognizant that in the future they will have to face a lot of stern tests before they can truly become world beaters. The overarching creative thought that comes out from this is: ‘True heroes only emerge from the toughest battles’. Further, our approach to the presentation of Indian cricket has also been a game changer in many ways. We have created a brand new Hindi presentation, in addition to the existing English one to take the game to newer audiences in a language and idiom that they comprehend.”

The TV presentation will be augmented by a strong web offering through the Star Sports website, allowing consumers to get in the game online. “Our aim is to take the viewership of this game to a whole new level – be it through our compelling campaigns, quality of talent, look and feel of the presentation, multi-platform delivery or through promoting it across the STAR network,” Gupta said.

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