Building heroes, telling stories is Star Sports' #TakeOnTheWorld campaign strategy

#TakeOnTheWorld: Women taking on the world, not losing the opportunity

MUMBAI: Women are no less than men, and it’s just a matter of opportunity that is served to them. This is the theme of the recent campaign -- #TakeOnTheWorld -- launched by Star Sports for the upcoming T20 women’s world cup from 21 February featuring 16-year-old prodigy from Haryana -- Shafali Verma.

“This campaign is about women taking on the world and not losing the opportunity that comes their way, that’s the main thematic of the film,” says a source from Star Sports. “There are other heroes and women’s cricket that are celebrated but Shafali’s story was closest to express the campaign’s thought.”

Shafali became the youngest cricketer, who broke her idol Sachin Tendulkar’s 30-year-old record to hit a half-century at 15 years and 285 days of age against West Indies in T20 format November last year.

The film captures one such moment of Shafali’s life when she seized the day and played for her local team with a bunch of boys; standing in for her sick brother Sahil. “The campaign was conceptualised and executed by the in-house creative team of Star Sports, and it was shot in Mumbai,” the source adds.

Besides television, this campaign will be promoted across social media and digital platforms. Moreover, the TVC being the major campaign for the upcoming women’s international tournament, the sports broadcaster has many more game/footage-based initiatives too and is doing a lot of stuff on digital like Twitter, Facebook, and Instagram as well with the hashtag #TakeOnTheWorld.

Says a source from the broadcaster, “Shafali is the first girl from Haryana to play cricket and represent the country as the state is known for wrestling and other indigenous sports. The fact is that she trained with boys even though you know how backward and typical Haryana can be for a girl to come out and play cricket. So, one can imagine how powerful the story in itself is.”

Further, the source adds, “The business of sports has a responsible role in society as you’re shaping the youth of tomorrow, building heroes, telling stories of those heroes that inspire a billion youth in this country. And through this film, we are building a potential hero that Shafali Verma may be in the future. And for us, we really think she is the hero wherein cricket has just begun for her.”

The broadcaster aims to celebrate womanhood and promote the game with women’s perspective. The source says, “It’s not about inviting people to watch, it's inviting people to watch their hero. Shafali Verma is one such hero that we wanted to celebrate.”

Team India opener and vice-captain in limited-overs Rohit Sharma launched the ICC Women’s T20 World Cup campaign #TakeOnTheWorld on his Twitter handle, he wrote: “It’s time for ICC Women’s #T20WorldCup and there’s no stopping the Women in Blue, as they #TakeOnTheWorld. Kyunki naam wahi karte hain jo koi mauka nahi chhodte! Cheer for Team India, and watch them LIVE starting 21 February, on Star Sports.”

The world will witness the #WomenInBlue fight for glory on cricket’s biggest stage, the ICC Women’s T20 World Cup 2020. Team India and host Australia to lock horns in the first match on 21 February 2020. The tournament will be broadcasted exclusively on the Star Sports Network and Hotstar.

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