Star launches marketing campaign to build ICC Champions Trophy 2013

MUMBAI: Star India has launched a marketing campaign, with the core theme of ‘Zor Lagao Champion Banao", to promote the ICC Champions Trophy 2013 which started today 30 May with warm up matches.

The event is airing on Star Sports 2 and on Star Cricket. The campaign is based on the insight that there is a symbiotic
relationship between a spectator or fan and a player which inherently means that the spectator becomes as much a part of the game as the player himself.

The focus of the campaign is that each match of the tournament in ICC Champions Trophy will be hotly contested as it features only the top eight ODI teams in the world. India, placed in group B, will take on Pakistan, South Africa and West Indies in the group stage. Australia, England, Sri Lanka and New Zealand form group A. The top two teams from both the groups will qualify for the semi-finals.

ESPN Software India COO Vijay Rajput said, "Cricket is a religion in this country. Fans live and feed off each and every moment of cricket especially when the men in blue are in action. He jumps
in joy when his favourite batsman hits a boundary; he becomes the ecstatic bowler who has just taken a wicket. The relationship is intense. From the players‘ perspective as well, this intensity is reciprocated as they get equally excited when they receive vociferous support from spectators inside the stadium or outside."

The ad agency MWG TAG led by Prasoon Joshi and his team have conceptualised the overall theme campaign. The main thematic film for the campaign has been directed by Bollywood director, Dibakar Banerjee. The film features Indian players including Indian captain M S Dhoni along with Virat Kohli, R Jadeja, R Ashwin, S Raina and Bhuvaneshwar Kumar.

Joshi said, "The campaign is driven from the insight ‘Kaun banata hai champions?‘ Who makes a player and a game great - the hard work and dedication of the player or the love and passion of the fans? What this campaign believes is that without the love, passion and energy of the fans no player and game can attain great heights. I am thankful to Dibakar for this great execution."

The campaign is being supported across the entire Star network with astons, bugs etc.

As had been reported earlier by Star Cricket & Star Cricket HD will showcase all the 15 matches of the tournament in English while Star Sports 2 will showcase all matches in Hindi.

Besides, the sports broadcaster will also showcase four of the six
practice matches branded "Kick-off" live before the start of the main tournament. India takes on Sri Lanka on 1 June while the India Australia encounter is scheduled for 4 June.

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