The International Cricket Council (ICC) has launched its promotional campaign for the ICC Men’s Champions Trophy 2025, emphasizing the high-stakes nature of the tournament with the theme ‘Har Match Do-or-Die.’ The campaign highlights the intense competition among the world’s top eight teams, where every match directly impacts their qualification chances.

Captain Cool on the field 😌
Captain Cool as a fan 🥵

With every match do-or-die in the #ChampionsTrophy, even @msdhoni needs a DRS (Dhoni Refrigeration System) to beat the heat! 👊

📺 #ChampionsTrophyOnJioStar STARTS WED, 19 FEB 2025! | #CaptainNotSoCool pic.twitter.com/nv1XXZoHht
— Star Sports (@StarSportsIndia) January 29, 2025

Adding nostalgia and excitement to the campaign, former India captain MS Dhoni, who led India to victory in the 2013 edition, features in a striking promo film. Known for his calm demeanor on the field, Dhoni appears in an uncharacteristically intense avatar, reflecting the nerve-wracking pressure of the tournament. The film opens with him sitting in a bathtub filled with ice, set in a snowy landscape, yet visibly sweating—symbolizing the relentless tension of the Champions Trophy. In his signature style, he delivers a powerful line: “Ek bhi match mein phisle, samjho tournament se nikle,” underlining the unforgiving nature of the competition.

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Speaking about the campaign, Dhoni expressed his excitement about reliving the tournament’s high-pressure moments. “The ICC Men’s Champions Trophy has always been a special tournament to me—it’s where the best in the world go toe-to-toe in high-stakes, do-or-die matches. While players manage the pressure on the field, the excitement and nerves for fans are on another level. Being part of this film was nostalgic, but I’m thrilled to connect with fans, watching every game like one of them this time around,” he said, as quoted in the ICC press release.

India, led by Rohit Sharma, will begin their Champions Trophy campaign against Bangladesh in Dubai on February 20. They will then face arch-rivals Pakistan in a highly anticipated clash on February 23, followed by a match against New Zealand on March 2. The tournament kicks off on February 19, with the final scheduled for March 9.