Starsports.com asks cricket fans to 'Carry the World Cup'

The campaign by Lowe Lintas focusses on increasing the live streaming viewership for this edition of the ICC Cricket World Cup, through Starsports' website and mobile app, as opposed to just television

BestMediaInfo Bureau | Mumbai | January 22, 2015

Click on the image to watch the TVC.

The ICC Cricket World Cup is back, and the official broadcaster Starsports want cricket fans to follow the sports not only on television, but across screens, without missing a single ball. Lowe Lintas + Partners has worked on the film which focusses on the convenience of watching the matches live on mobile screens from wherever you are and whatever you are doing on Starsports.com and the mobile application. The film tries to drive home the thought that when one carries a mobile phone which has the starsports app on it, one is actually carrying the World Cup along.

Arun Iyer

Commenting on the execution of the film, Arun Iyer, National Creative Director, Lowe Lintas, said, "The youth don't believe that life comes to a standstill when the cricket World Cup is happening. It's this thought that was a springboard for the creative. We then just went ahead and showed all the stuff you can do while watching the World Cup. In execution, we wanted it to be really cool and have scale. And that's what Bharat Sikka has helped us do. 'Carry the World Cup' was a great way to capture our love for the World Cup without life coming to a standstill."

"Given the centrality of the mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round the clock on a mobile screen this time. At starsports.com, we are putting together an exciting proposition for the digital fan. As always, Lowe has put together a compelling campaign for us that will resonate well with young sports fans around the country," added a spokesperson from Starsports.com.

The 2015 ICC Cricket World Cup will be played from February 14 to March 29, 2015, and will be hosted by Australia and New Zealand.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Lowe Lintas + Partners

Creative Team: Arun Iyer, Amar Singh, Akash Das, Joshua Thomas, Prathamesh Gharat

Business Team: Shantanu Sapre, Sujay K Rachh, Ujwal Heffa, Sachin Sahu

Director: Bharat Sikka

Production House: Ransom Films

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