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Star Sports campaign for Oz series focuses on new Team India

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MUMBAI: As the India-Australia series approaches, Star Sports has launched a full-fledged campaign, with the core theme ‘Asli Test Baaki Hai‘, to promote the India-Australia Test series which gets under way in Chennai on 22 February.

McCann Worldwide Tag Ideation has designed the campaign for the series called as Border-Gavaskar Trophy. The television ads in the campaign have been shot by Red Ice Films.

The campaign is based on the concept that for Indians to idolise next generation of cricketers they need to prove their mettle on field with the Test series against Australia. It highlights the fervour of budding cricketers who would not take anything lying down.

The advent of new stars like Pujara, Ashwin, Kohli, Maxwell, Starc and Pattinson ensure that the series still remains a stern test of cricketing excellence. Hence the campaign line - ‘Asli Test Baaki Hai‘.

Star India COO Sanjay Gupta said, "Through the BCCI season we have been focusing on a new team India with its new set of heroes. While we applaud the new talent we are also cognizant that in the future they will have to face a lot of stern tests before they can truly become world beaters. The overarching creative thought comes out from this - ‘True heroes only emerge from the toughest battles‘."

The sports broadcaster has also lined up an expert panel of cricketing stars for commentary as well as studio analysis on every match day in English (Star Cricket and Star Cricket HD) and Hindi (Star Sports). The commentary line-up includes legends like Sunil Gavaskar and Allan Border.

"We‘re delighted to welcome VVS Laxman on board the Star Sports commentary, presentation and analysis team. He is famous for his prolific record against the Aussies," Gupta added.

MWG Tag chief creative Ashish Chakravarty said, "The idea of the campaign is to highlight the increasing expectations of the viewers from the new team India. It is time for them to step up and showcase the nation that they can stand up to their expectations. In their unique and simple way, Red Ice Films translated this vision to reality."

Red Ice Films‘ owner and founder Gary S said, "This campaign was challenging as it was an attempt to bring out the mindset of the audience. That they need to choose the first among equals, so the trick was to communicate that without passing a judgement on any talent."

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