Star takes World Cup promotion to a different level

MUMBAI: The official broadcaster of Cricket World Cup 2015 for Indian subcontinent - Star Sports - is leaving no territory uncovered. The sports venture of Star India in association with Lowe Lintas + Partners has already unveiled a youth-centric campaign titled, #wontgiveitback, for the upcoming tourney. Soon after that the broadcaster roped in Amitabh Bachchan - the man with the deep baritone voice - as commentator. Bachchan will make his commentary debut during the India - Pakistan match on 15 February, 2015.


When questioned about the developments, sources in Star revealed, “Amitabh Bachchan’s inclusion in the commentary panel is a joint promotional activity between the upcoming movie Shamitabh and Star. Amitabh Bachchan has a great voice, and his joining the commentary panel is a huge achievement.”


As per information available with, Bachchan is likely to be joined by Kapil Dev and Harsha Bhogle on the panel.


The #wontgiveitback video, through word of mouth, has gained appreciation as well as criticism. The video depicts aggressive team India responding back to opposition’s sledging and arrogance, they state they will give it back whatever oppositions puts against them. But they won’t give the World Cup back.


When asked about the entire preparation of the video Lowe Lintas + Partners’ national creative director Arun Iyer said, “We made the video keeping the entire country in mind but special attention was given to attract the youth of the nation. Aggression and attitude were the major elements we tried to depict. The video resulted in a lot of talk, with many criticizing the video terming it irrelevant considering the current performance of the Indian team. But what delights us is the fact that there is a huge portion of cricket lovers who liked the video irrespective of team India’s current performances.”


Star has already taken substantial steps to make the marquee event bigger and better and if sources are to be believed then Star Sports is soon going to launch another video focusing on the India - Pakistan match. With 10 days to go, the broadcasters are getting as innovative as possible to make the event a national blockbuster.


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