Disney-owned Indian sports media behemoth Star Sports rolled out a campaign titled #BlueKnowsNoGender to promote its upcoming coverage of the Indian Women’s Team’s December home series Australia and begin its lead in to next year’s ICC Women’s T20 World Cup which will be held in South Africa in February 2023.
Conceptualised and created by the in-house team at Star Sports, the hero film aims to highlight how a new generation of Indian women cricketers are blazing a new path to success and turning ‘history’ into ‘her story’.
The spearhead spot showcases the team’s key achievements, successes and inspirational stories and states that while history has always favoured ‘his story’, this new group of dynamic female cricketers are writing ‘her story’.
The promo, which dropped on 3 December and ran across Star Sports’ own on-air, digital and social platforms, was called ‘IND v AUS: Time To Write Her Story’
It was backed up by an additional set of supporting social assets promoting the upcoming series.
It's #INDvAUS again and it's time to create ̶̶̶ -!
for #TeamIndia as they take on . #BlueKnowsNoGender
Dec 9 onwards | Star Sports & Disney+Hotstar#BelieveInBlue pic.twitter.com/nyuqkcyWiv
— Star Sports (@StarSportsIndia) December 3, 2022
Comment
This campaign promotes the broadcaster’s coverage of the five match women’s T20 series between India and Australia (the current World Champions) held in Mumbai during December.
The series also acts as a warm up for both sides ahead of next year’s Women’s T20 World Cup held in South Africa in February.
The first two matches are scheduled to be played in Mumbai’s DY Patil Stadium on 9 and 11 December and the remaining three matches played at the Brabourne Stadium on 14, 17 and 20 December.
India’s Harmanpreet Kaur-led women’s side will seek to continue to build on their winning momentum after winning the Women’s Asia Cup in October by defeated Sri Lanka.
This campaign follows in the footsteps of an increasing back catalogue of inventive, notable women’s cricket marketing initiatives such as Indian campaigns like PaisaBazaar’s ‘Sweet Sound Of Wood’ and Cadbury’s ‘Good Luck Girls’, Aussie women’s cricket campaigns like Cricket Australia’s ‘Watch Me’ and CommBank’s ‘Game Changers’ and ‘Levelling The Playing Field‘, plus the ICC’s own ‘Who Runs The World’.
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