Mumbai: Sony Pictures Sports Network is the global multi-sports arena and home to some of the best international cricketing action in the world. With the media rights of seven international cricket boards, the network will telecast several highly anticipated cricket series and tours that include Sri Lanka Tour of Pakistan, New Zealand Tour of Australia, Bangladesh Tour of Pakistan, England Tour of South Africa, West Indies Tour of Sri Lanka, Australia Tour of South Africa, and the Big Bash League to name a few.
With such an impressive line-up of international cricket, Sony Pictures Sports Network has conceptualized and launched the ‘Love for Cricket knows no Boundaries’ campaign to tell the poignant, heart-warming story of one such fan of the sport. Breaking away from expected clichés of sports commercials, the sports network has launched a campaign which is inspired by true events and chronicles the passion of a real-life cricket fan, Charles Rao.
The film opens with Charles Rao reminiscing about the first time he had seen Shane Warne bowl in 1995. He talks about how he impressed he was with Warne’s bowling and states that it was at that moment Australia became one of his favourite teams. Charles Rao settles down in front of the TV to see a match and his wife brings him an Australian team jersey which he wears. It now becomes clear to the audience that the man who has been talking about his passion for the sport is blind and his love for cricket transcends all boundaries.
Neville Bastawalla, Head – Marketing & On-Air Promotions, Sports Business, Sony Pictures Networks India Private Limited: “During one of our ongoing research, we came across real people who go beyond and do extraordinary things for the love of the game that is cricket. We brought this proposition alive through this beautifully crafted campaign, ‘Love for Cricket knows no Boundaries.’ We have some brilliant cricket coming up on our network, New Zealand tour of Australia, England tour of South Africa and the Big Bash League amongst many others. It seemed apt to invoke the passion of the real cricket fans who would cross any boundaries to watch great cricket beyond India on the pitch.
This is probably the first time that a shoot-based campaign portraying a real human story that invokes emotions has been launched for non-India cricket properties. Charles Rao, the protagonist of the film, is a real person and not just an actor who is enacting his own journey as a cricket lover.”
Raghu Bhat, Co-Founder & Copywriter, Scarecrow M&C Saatchi: “A fan’s connection with the game is sacred. His love for the game is pure. There are no agendas, no motives. We wanted to capture this purity and what better way to do it than by telling a real story of a real cricket fan. The brand idea ‘Love for Cricket knows no Boundaries’ is a positive, powerful thought that will be brought alive through multiple human stories.”
To watch ‘Cricket without Boundaries’
Client: Sony Pictures Sports Network
Agency: Scarecrow M&C Saatchi
Creative Team: Neville Bastawalla, Raghu Bhat, Vaishakh Jhunjhunwala
Director: Shamik Sengupta