The new advertising campaign, #Wewontgiveitback, created by Lowe Lintas aims to reflect the young nation's attitude and mood for the World Cup. The WC will air in six languages across the Star Network. The network has launched two new HD channels to lead up to the World Cup 2015.
The broadcast network has announced a host of broadcast innovations and firsts to make this a 'Cup for All'. For the first time, the ICC World Cup 2015 will air in six languages - Hindi, English, Bengali, Tamil, Malayalam and Kannada. Not just this, it will air in 4K format- the next level of broadcasting.
The WC 2015 on Star Sports will witness 13 captains, 20 World Cup winners and 26 World Cup semi-finalists to feature on the commentary and expert panel. The likes of Allan Border, Kapil Dev, Wasim Akram, Shane Warne, Mark Waugh, Graeme Smith, Ian Botham, Rahul Dravid, Sunil Gavaskar, Saurav Ganguly among others will add to the viewing experience with their expert insights and analysis during the ICC Cricket World Cup 2015.
Star India launched the first promo of the ICC World Cup 2015 on January 22 featuring Sachin Tendulkar who is seen invoking India to 'Chase the Dream' to win the World Cup again, the most coveted prize in International cricket.
The broadcaster's World Cup campaign, #wontgiveitback followed the film, reflecting the young nation's attitude and mood for the World Cup. The film features cricketers like Rohit Sharma, Ravindra Jadeja, Virat Kohli, MS Dhoni, Shikhar Dhawan, Ravichandran Ashwin, Ajinkya Rahane and Umesh Yadav. In the second film, Dhoni is seen walking in the Melbourne cricket ground where the final is going to be played.
The brief given to the creative agency, Lowe Lintas was to capture the attitude of the team and keep in mind that India is the defending champion.
The films have been produced by Nirvana Films. There will be multiple renditions of it as the agency has shot with number of cricketers.
To take the viewer experience to the next level, Star will launch a state-of-the-art studio in Mumbai to present the pre and post-match analysis, expert comments and insights to the viewers.
Viewers will get to see analytics across 4000 hours of match footage, ball-by-ball data from 600 matches (ODI data from 2010-till date), 200 players and 14 venues will be analysed in new look graphics, aiming to keep the fans engaged 24x7 during the ICC Cricket World Cup 2015.
For the first time, technologies mounted on sunglasses and wickets will be used during practice sessions to showcase what the players see while batting and bowling, bringing the viewers closer to the game. Drone cameras to give an aerial perspective of the stadiums will also be used.
Star Sports' online platform, starsports.com, will offer live streaming and 24x7 video-on-demand accessible through the Web, WAP and Apps.
An 'extra' for the advertisers:
Besides the usual sponsorships on the channels, Star India is also offering number of advertising options for advertisers all across the country. The broadcaster has created multiple sponsorship and spot buying options tailor-made for different feeds allowing advertisers to buy different cuts and air creatives in different languages to target their audiences more sharply.
Brands like Nestle, Marico,Yepme.com, Paytm, Raymonds, Pidilite and Lloyd have signed on along with the usual cricket partners for the same.