Mumbai, 20 July (Hindustan). The International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI) have launched a new campaign titled “It Takes One Day” ahead of the ICC Men’s Cricket World Cup to be held in India later this year.
The “It Takes One Day” campaign was launched in Mumbai on Thursday, just 77 days before the first match of this year’s World Cup. The campaign aims to connect fans around the world with “Navarsa”, which embodies the nine emotions most experienced by fans during a cricket match.
A film featuring Bollywood superstar Shah Rukh Khan along with renowned cricketers JP Duminy, Shubman Gill, Dinesh Karthik, current World Cup winning captain Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes and Jemimah Rodrigues was released to coincide with the campaign launch.
The campaign showcases the journey of emotions collectively experienced by both sportspersons and fans in a day, with the film depicting nine “navarasa” emotions – pain, bravery, glory, joy, passion, power, pride, respect and wonder. ICC CEO Geoff Allardice was thrilled to launch the campaign and is looking forward to the start of the World Cup in Ahmedabad on 5 October.
Allardyce said, “This campaign is a true celebration of One Day International cricket and creates a sense of anticipation of what we can expect when the ICC Men’s Cricket World Cup returns to India in 2023.” “The emotion, or Navrasa, is felt by fans and players alike during a One Day match and this campaign brings that shared experience to life.”
“Cricket and cinema are at the heart of the Indian psyche, and we have incorporated both to create an appeal far and wide. The participation of Bollywood superstar Shah Rukh Khan, along with an extraordinary array of cricketers, will help us deepen our connect in this country, as well as garner attention from around the world.
BCCI Secretary Jay Shah said, “The ODI format holds a unique significance because of its ability to deliver thrilling moments, intense battles and unpredictable results that will truly enthrall fans globally. As we move forward on this journey, we are proud to launch the Men’s Cricket World Cup campaign and create genuine excitement around the event around the world.”
“We are fully committed to creating a world-class event that will witness the birth of a new generation of heroes, deliver an unforgettable fan experience and we believe the campaign does just that. The ICC Men’s Cricket World Cup 2023 in India will be a celebration of cricketing excellence, cultural diversity and the unifying spirit of the game.”
