The International Cricket Council (ICC) has set the stage ablaze with the release of its first-ever ad campaign for the highly anticipated 2023 Men’s Cricket World Cup. Less than three months remaining until the cricketing extravaganza, the two-minute-long promotional film, titled ‘It Takes One Day,’ has been released. Within hours the promotional film has taken the internet by storm, leaving cricket fans worldwide buzzing with excitement. When the excitement of the World Cup merges with the Bollywood King Khan, Shah Rukh Khan, the campaign has effectively captured the essence of cricket’s grandest event, showcasing both nostalgia and the thrill of what’s to come.
A Starry Ensemble
One of the key highlights of the campaign is the presence of Shah Rukh Khan, whose immense popularity transcends borders and brings a touch of glamour to the cricketing spectacle. King Khan enjoys fans across age groups and his enigmatic voice makes one feel the breeze against their face. In his powerful monologue, the excitement of the Indian cricket fans is expressed in the best possible way.
Alongside Khan, the campaign boasts an impressive lineup of international cricket royalty, including Jemimah Rodrigues from the Indian women’s team, former English cricketer Eoin Morgan, the legendary South African fielder Johnty Rhodes, and the spin wizard from Sri Lanka, Muttiah Muralitharan, among others. This star-studded ensemble adds depth and charisma to the promotional video, drawing fans from diverse cricketing nations.
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Collaboration and Unveiling
The ICC has joined forces with Disney Hotstar, its global broadcast partner, to produce this captivating campaign. The partnership ensures that the promotional film reaches cricket enthusiasts across the world, effectively creating excitement and anticipation for the upcoming tournament. The campaign was officially unveiled at a grand event organised by Meta, the ICC’s digital content licensee. The event saw the enthusiastic participation of 85 content creators, who actively shared campaign-related content on their social media platforms, amplifying its reach and impact.
Social Media Sensation
The ‘It Takes One Day’ campaign has taken social media by storm, achieving viral status within hours of its release. The ICC, with its 244K likes on Instagram, stands testament to the campaign’s incredible popularity. Other social media platforms have also witnessed similar levels of engagement, proving that the World Cup’s allure extends beyond the boundaries of cricket stadiums. The enthusiastic response from fans on various platforms highlights the campaign’s ability to resonate with cricket lovers across the globe.
India’s Homecoming
After a hiatus of 12 long years, the ICC Men’s Cricket World Cup returns to India, and the ‘It Takes One Day’ campaign beautifully captures the Council’s focus on promoting the event to the Indian audience. Collaborating with The Board of Control for Cricket in India (BCCI), the ICC aims to ignite the fervour of cricket enthusiasts across the nation and deliver a memorable cricketing spectacle.
The ‘Navarasa’ Narrative
A unique and intriguing aspect of the campaign is its focus on nine emotions that the ICC terms ‘Navarasa.’ These emotions, including anguish, bravery, glory, joy, passion, power, pride, respect, and wonder, are showcased through iconic moments that the World Cup has hosted over the years. The narrative takes viewers on an emotional journey, connecting them to the essence of the game and the unforgettable memories it has given rise to.
A Powerful Monologue
Complementing the nostalgic footage and the ‘Navarasa’ theme, Shah Rukh Khan’s powerful monologue adds depth and intensity to the campaign. His resonant voice interweaves the idea of ‘It Takes One Day’ with the emotional journey of the World Cup. The montage concludes with the iconic moment of MS Dhoni’s World Cup-winning sixer from 2011 to Shubhman Gill, symbolising that glory will be immortalised when that day finally arrives.
The ICC’s ‘It Takes One Day’ ad campaign for the 2023 Men’s Cricket World Cup is an exemplary piece of promotional mastery. With Shah Rukh Khan spearheading the promotional video with his emotional storytelling, and powerful monologue, the campaign has captured the imagination of cricket enthusiasts worldwide. As the excitement continues to build, cricket fans eagerly await the grand event, where the world will come together to celebrate the joy, passion, and pride of cricket. After all, it only takes ‘One Day’ to change history.
