MUMBAI: With the cricket World Cup kicking off on 19 February, ESPN Star Sports (ESS) has kicked off a marketing campaign with the overarching theme being ‘The Cup That Counts‘.

The campaign is being done in three phases and will stress on the fact that the World Cup is the cricket event that matters the most.

Says ESPN Software India senior director marketing Nirmal Dayani, "We are working closely with the ICC on various initiatives. The first phase of our campaign has started. Hoardings have gone up in the metros. One of the messages is Lords 1983 Mumbai 2011. History will repeat itself. Cricket lovers want the World Cup to come back. We will also be doing an on-ground initiative for school students. It will allow them to get involved with the World Cup in a unique way."

The broadcaster will also be using online and on-air mediums to educate students about the other teams and players.

The second phase of the campaign kicks off later this month through television. Some creatives will see Kapil Dev, Imran Khan, Sir Viv Richards and Arjuna Ranatunga; they will talk about the experience of winning the World Cup and why it was the pinnacle of their careers.

The broadacster will also use print, radio, cinema among other mediums to get the message across.

The third phase kicks off closer to the event early in February. Various modes of activation are under discussion. It could take the form of meet and greet events with players.