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Star Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015

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.

Star Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015
Star India is all set to air the biggest cricketing tournament in the world, the ICC World Cup 2015, starting February 14. This will be the 11th Cricket World Cup, scheduled to be jointly hosted by Australia and New Zealand till March 29, 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.

Star Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015
Star India has also announced the launch of two new channels - Star Sports HD 3 (Hindi) and Star Sports HD 4 that will launch with the WC.
Star Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015
Sanjay Gupta, COO, Star India says, "The World Cup is the biggest event for Indian consumers. The last edition was watched by 90 per cent of TV viewers in the country, making it the largest aggregation of consumers possible. With India as the defending champions, the whole country is set to follow the team's defence of its title in Australia and New Zealand and we, at Star, plan to make this World Cup, a 'Cup for All'. We will introduce many firsts and innovations in sports broadcasting to take the great game of cricket to the next level and provide an unprecedented viewing experience to the millions of cricket fans in India."

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 Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015
Marketing blitz:

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.

Star Sports shouts #Wewontgiveitback for ICC Cricket World Cup 2015
Talking about the campaign, Arun Iyer, NCD, Lowe Lintas comments, "There is a new attitude that the Indian cricket team has now and they don't take things lying down. They are an aggressive team. Virat Kolhi is famous worldwide and is loved for his attitude and so are the rest of the players in the team. We wanted to capture that alongwith the fact that we are the defending champions. We also wanted to be a little inspiring in nature since it is the ICC World Cup and we are going there as the defending champions. The whole idea is - when it comes to aggression, we will give it back but we won't give the World Cup back. That's the whole plan that this is the attitude the team is going to come with and it won't be easy to take it from them as they will fight till the end."

The films have been produced by Nirvana Films. There will be multiple renditions of it as the agency has shot with number of cricketers.

Deep analysis:

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,, 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,, Paytm, Raymonds, Pidilite and Lloyd have signed on along with the usual cricket partners for the same.