Lowe Lintas India’s Cricket World Cup 2015 campaign for starsports.com targets young fans

One of the biggest sporting events to ever grace the planet is just around the corner and the spotlight is back on tournament favourites India to repeat their magic this time as well. The tournament gets a lot of attention and is televised across the globe. With the growing use of internet and data in India, the challenge was to get as much attention for the tournament, online as compared to the live matches on television. Lowe Lintas has unveiled a new campaign with a core message for the young fans of India.

VIEW THE SPOT

The new campaign for starsports.com, India’s first multi-sports digital service, will seek to promote video streaming of the world’s biggest cricketing tournament – The ICC Cricket World Cup 2015. Starsports.com and the starsports mobile app will provide online live streaming and video-on-demand for the entire Cricket World Cup 2015 – giving cricket enthusiasts a one-stop destination to catch up on this cricketing extravaganza.

A spokesperson from starsports.com said, “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.”

The campaign mirrors the passion of the youth and their association with the sport in India. Today, with 3G on mobile phones, the youth stay connected 24×7 thereby allowing them to keep doing what they want to. Lowe Lintas taps this lifestyle of the young and restless, and leaves behind a thought that when one carries a mobile phone which has the starsports app on it, one is actually carrying the World Cup along. It thereby allows them to continue following their favourite sport and at the same time do what they please to do.

Commenting on the creative execution that was undertaken for the campaign, Arun Iyer, National Creative Director, Lowe Lintas + Partners 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.”

The 2015 ICC Cricket World Cup will be the 11th ICC Cricket World Cup, scheduled to be jointly hosted by Australia and New Zealand from 14 February to 29 March 2015. 49 matches will be played in 14 venues with Australia staging 26 games while New Zealand will host 23 games. It will be one of the world’s largest international sports tournaments, with 14 competing teams and more than 400 accredited players and officials taking part in it.

Credits –

Production House: Ransom Films