Star Sports, the official Indian broadcaster of the ICC Women’s World T20, rolled out a new campaign leveraging the start of the tournament to drive awareness of the competition, to build buzz and generate support for the Indian team.
The campaign, which tackles stereotypes surrounding women’s’ cricket, runs under the title ‘Ab Inka Balla Bolega’ spans both advertising and a #GiftABat initiative.
The objective is to inspire more women to take up cricket and other sports and it also aims to help encourage their families to support their dreams.
The work aims to reinforce the message that anyone can excel on the world stage if given the right opportunity – as demonstrated by the Indian ‘Women In Blue’ team – and encourages talent to be supported equally – irrespective of gender.
The campaign is spearheaded by a hero spot telling a story about a young girl determined to play cricket despite the challenges she faces.
The film’s narrative sees her initially denied the chance to play, until she seizes the initiative herself and decides to show her ability and skills to the world.
The campaign’s spearhead spot is running across the broadcaster’s own channels and is amplified via its social channels including Twitter,
When opportunity meets dreams is when magic happens!
The Women in Blue will sweat it out on the field to live their dreams at the #WT20! Cheer for them as their bat does the talking, Nov 9 onwards, LIVE on Star Sports. pic.twitter.com/JTZRpME4oe
— Star Sports (@StarSportsIndia) November 2, 2018
The film, which was shot in Kashmir, is supported by a movement called #GiftABat.
This idea is built on the idea that cricket bats have long been a common, popular gift for boys across India, but it is seldom a present given to girls.
The aim is to change this, to break down gender stereotypes, to change society mindsets about women and sports.
Thus, the bat becomes a symbol of opportunity: a platform and a tool for girls to prosper in whatever fields they choose.
This strand of the campaign was launched by the ‘first bat story’ about India’s captain Harmanpreet Kaur’s own inspirational journey in cricket began with the dream bat gifted by her father.
Comment:
One of the most powerful individual country campaigns leveraging the ICC 2018 Women’s World T20 tournament and one of the most successful too
Thus far, the TVC alone has notched up more than 7m cumulative views across Star Sports’ social and digital platforms.
The tournament, which is promoted by a striking animated campaign,
runs from 9 to 24 in November in the West Indies.
The Indian women’s team, led by captain Harmanpreet Kaur, open the tournament against New Zealand on 9 November.
Links:
Star Sports
https://www.facebook.com/StarSportsIndia
https://twitter.com/StarSportsIndia
https://www.instagram.com/starsportsi…
https://www.youtube.com/user/espnstar
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