As the English cricketing season comes to an end, the Australian game swings back into action and the IPL prepares to restart its truncated season, Star Sport and the International Cricket Council (ICC) teamed up to launch an official anthem led campaign called ‘Live The Game’ to build buzz ahead of the 2021 Men’s T20 World Cup.
To generate awareness and excitement ahead of the ICC Men’s T20 World Cup – which will run from 17 October to 14 November in the UAE and Oman – ‘Live The Game’ is an anthem led campaign conceptualised by the in-house creative team at the Disney owned Indian sports broadcasting giant in association with ICC.
Highlighting how the sport transcends fan boundaries across the globe, the creative seeks to embody the joy and togetherness the tournament brings along with the fiercest competition in world cricket.
Composed by music director Amit Trivedi with catchy beats and lyrics an upbeat tune and a compelling rhythm, ‘Live the Game’ engages diverse audiences. But the anthem led marketing push primarily focuses on engaging the younger generation: a segment of sports and cricket fans who don’t want to just be spectators but to also play an active role in amplifying, creating and furthering the narrative of the tournament.
Launched on 23 September 2021 across the channel’s TV and online platforms, the campaign is a blend of fan fun and cricket fervour and the central anthem is set to animation by agency ‘BAT Collective’ and features 3D cricketing characters designed by ‘Red Knuckles’.
There's something happenin' & we CANNOT wait to #LiveTheGame with y'all!
Groove to the of the ICC Men's #T20WorldCup 2021 Anthem & catch LIVE action:
Starts 17 Oct | Star Sports & Disney+Hotstar pic.twitter.com/hbvaIh3yfw
— Star Sports (@StarSportsIndia) September 23, 2021
“The Men’s T20 World Cup is one of the biggest events on the global sports landscape. Its stature and allure serve as the ideal platform to recruit new fans, re-engage current fans and bolster the connect of the game,” explained Star and Disney India Head of Sports Sanjog Gupta.
“The USP of this campaign is the visual rendition of the invite and its trendy music amplifying the immersive #LiveTheGame proposition. The creative team at Star worked closely with the ICC and with award-winning international talent to develop the animated narrative with a view to attract young fans who relate to gaming as much as to watching sports. The visual narrative is complemented by an addictive anthem, which has been composed by Amit Trivedi, to build the spectacle of the event. With this campaign, we hope to excite new cricket fans from Gen Z and elevate core Cricket fans’ anticipation for the tournament.”
ICC General Manager for Marketing and Communications Claire Furlong added: “We are excited to be launching this film ahead of the ICC Men’s T20 World Cup 2021, which is so different to anything we have delivered before. Cricket has more than a billion fans around the world, and we wanted to put our young fans in the heart of the action alongside their heroes and allow them to live the game.
“Cricket has been my favourite sport and it was a pleasure to create the anthem for ICC T20 World Cup,” said music director Trivedi. “The track is quite upbeat, and I hope it resonates well with the youth and cricket fans. I can’t wait for the tournament to begin and hope India can bring the trophy back home.”
Comment:
This campaign not only promotes the fact that fans in India can watch all the action live and exclusive on the Star Sports Network and Disney+ Hotstar VIP, but also aims to pull off the tricky challenge of celebrating the fact that India are the tournament hosts despite the event being staged in Oman and the UAE due to the pandemic.
Leave a comment
You must be logged in to post a comment.