In an exciting collaboration between the International Cricket Council (ICC) and The Board of Control for Cricket in India (BCCI), Bollywood superstar Shah Rukh Khan takes center stage in the new campaign video for the upcoming ICC Men’s Cricket World Cup 2023, set to be held in India later this year.
Titled “It Takes One Day,” the campaign was officially unveiled in Mumbai, aiming to connect cricket fans worldwide to the emotions that encompass the sport, symbolized by the concept of “Navarasa” – the nine emotions commonly experienced during a cricket match.
Scheduled to kick off on October 5 and culminate on November 19, the ICC Men’s Cricket World Cup is set to take place in India, promising a thrilling and unforgettable cricketing experience for fans around the globe.
The campaign video, which was unveiled in Mumbai, aims to connect cricket enthusiasts worldwide to the essence of the game, emphasizing the nine emotions, known as ‘Navarasa,’ commonly experienced during a cricket match – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder.
The short film delves into the raw emotions shared by players and fans alike over the course of One Day International (ODI) cricket, beautifully capturing the rollercoaster ride of feelings that the sport brings. From the ecstasy of victory to the heartbreak of defeat, the campaign seeks to celebrate the diverse emotional journey that cricket engenders.
Joining Shah Rukh Khan in the captivating campaign are cricketing stalwarts such as JP Duminy, Shubman Gill, Dinesh Karthik, the current World Cup-winning captain Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes, and Jemimah Rodrigues. Their inclusion in the advertisement campaign adds to the excitement and anticipation surrounding the World Cup.
Speaking about the campaign, ICC CEO Geoff Allardice expressed his enthusiasm, saying, “This campaign is a true celebration of One Day International cricket and builds a sense of anticipation of what we can expect when the ICC Men’s Cricket World Cup 2023 returns to India. The emotions, or Navarasa, are felt by fans and players alike during One Day, and this campaign brings to life that shared experience.”
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Jay Shah, the Secretary of BCCI, emphasized the significance of ODI cricket and the World Cup, saying, “The ODI format holds an unparalleled significance with its ability to deliver thrilling moments, intense battles, and unpredictable outcomes that will truly captivate fans globally. As we embark on this journey, we are proud to see the launch of the Men’s Cricket World Cup campaign and create real excitement for the event across the world.”
Cricket holds a special place in the hearts of people in India, and the infusion of cricket and cinema through Shah Rukh Khan’s involvement aims to create an even deeper connection with fans not only in the country but also around the world.
“The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional lineup of cricketers will only help us deepen our connection in this country while captivating the attention worldwide,” Allardice added.