The International Cricket Council (ICC) and The Board of Control for Cricket (BCCI) have jointly launched campaign titled ‘It Takes One Day,’ ahead of ICC Men’s Cricket World Cup 2023.
The campaign launch event, organised by Meta, ICC’s official digital content licensee, witnessed the participation of over 85 content creators from all across India. ‘It Takes One Day’ is an initiative that revolves around the connection between fans and players, highlighting the iconic moments from previous World Cups and relating them to the concept of ‘Navarasa.’
‘Navarasa’ represents the nine emotions that fans commonly experience during a cricket match, making it an emotional and engaging experience. The campaign captures the raw emotions shared by players and fans during the cricketing action. Using ‘Match Cuts,’ the film connects these emotions to the ‘Navarasa’ – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder.
The campaign features Bollywood actor Shah Rukh Khan, along with cricketers JP Duminy, Shubman Gill, Dinesh Karthik, Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes, and Jemimah Rodrigues.
The campaign film was developed in collaboration with Disney Star, the ICC’s global broadcast partner. With the World Cup approaching, the ‘It Takes One Day’ campaign promises to kindle the passion of cricket fans and create an unforgettable experience, celebrating the spirit of the game like never before.
Watch the film here.
Speaking about the campaign for the ICC Men’s Cricket World Cup 2023, ICC Chief Executive, Geoff Allardice, said, “This campaign is a true celebration of One Day International cricket and builds a sense of anticipation of what we can expect when the ICC Men’s Cricket World Cup 2023 returns to India. The emotions, or Navarasa, are felt by fans and players alike during One Day and this campaign brings to life that shared experience.”
“Cricket and cinema are at the heart of Indian psyche, and we’ve infused the two to create appeal far and wide. The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional line-up of cricketers will only help us deepen our connect in this country, while captivating the attention worldwide,” he added.
Sanjog Gupta, Head-Sports, Disney Star, said, “The Cricket World Cup is a pinnacle event in the global sporting calendar and its return to cricket’s biggest market after 12 years, makes the stage even grander. The compelling format of the tournament promises non-stop, high-intensity action and a platform for new heroes to rise and current heroes to become legends. Disney Star, across its linear and digital platforms, will seek to elevate the spectacle, build compelling narratives and storylines, and most of all, serve different audience cohorts through its world-class, fan-centric, and customised coverage.”
“The launch of the ICC campaign signals a significant milestone in the runway to the tournament. Combined with Disney Star’s build-up coverage, tent-pole events, and communication apertures, it will propel anticipation for the event and compel fans to come aboard this spectacular journey,” he added.
Sandhya Devanathan, Head and VP, Meta in India, said, “It’s a pleasure and privilege to see the way fans support their favourite teams on our platforms. From Reels, to Stories, to Broadcast channels and now Threads, we have a variety of tools to make the conversation between fans and their favourite teams and players special. We’re also committed to working with the ecosystem, like with our partners ICC, to unlock creative fan experiences. Today’s campaign launch amidst creators across India is a start, and we aim to be on this journey till the end of the tournament.”
