Star to air ICC CricketWorld Cup 2015 in sixlanguages MUMBAI

[jansagar]

Star to air ICC CricketWorld Cup 2015 in sixlanguages
MUMBAI: Star India, the official broadcaster
of the ICC Cricket World Cup 2015, will beam
the event in six languages, namely Hindi,
English, Tamil, Kannada, Malayalam and
Bengali. This is the first time the event will
be available in six languages; in the earlier
editions it was restricted to English and
Hindi.

Star has not revealed the channels on which
the event will be aired. Apart from Star
network, the matches will also be streamed
on starsports.com allowing viewers to ‘carry
the cup’ and watch it on their own personal
screen.

TelevisionPost.com had earlier reported that
Star will telecast the ICC world cup in
multiple regional-language feeds to deepen
penetration with a specific focus on South
India.

Pertinently, Star had aired the inaugural
edition of the Indian Super League (ISL) in
five languages Hindi, English, Malayalam,
Bengali and Kannada.

The ISL was telecast on Star Sports 2
(English), Star Sports 3 (Hindi), Star Sports
HD 2 (English), Star Gold (Hindi), Star Utsav
(Hindi), Asianet Movies (Malayalam), Jalsha
Movies (Bengali) and Suvarna Plus
(Kannada).

The sportscaster has also unveiled its
youth-centric campaign, #wontgiveitback,
for the upcoming ICC Cricket World 2015.
The campaign, the second in a series to
promote the ICC Cricket World Cup, will set
the stage for an unparalleled marketing blitz
that will be unleashed by Star Sports for the
biggest-ever sporting spectacle in the
country.

According to Star Sports, the
#wontgiveitback campaign created by Lowe
Lintas + Partners reflects the sentiment
among young India cricket fans and perfectly
captures their mood as the ‘Men in Blue’
prepare to fend off 13 other teams and
defend their title with the war cry—‘Won’t
Give It Back’.

The film features the young Team India
connecting with their fans on the World Cup.
The fans expect them to ‘give it back’ and
answer all the challenges head on but not
the Cup!

A Star India spokesperson said, “The
passion for cricket in this country is second
to none and we, at Star, are committed to
making the 2015 ICC Cricket World Cup
bigger and better than ever. We have a
series of path-breaking initiatives in the
pipeline ready to be launched in the build-up
to the World Cup, across multiple platforms.
#wontgiveitback sets the ball rolling and
portrays the attitude of this new, young and
bold Team India. The campaign connects
with the youth in their language, reflecting
their attitude and will get the young cricket
fans excited about cricket’s biggest and
grandest extravaganza.”

Lowe Lintas + Partners national creative
director Arun Iyer said, “We wanted to
capture the aggressive attitude of the new
Indian cricket team. They are a team that
gives it back. And given the fact that we are
defending champions, we felt ‘Won’t give it
back’ was an interesting way to capture this
attitude.”

The campaign will be unleashed by a multi-
media blitzkrieg across Star network,
supported by digital, print, radio and outdoor.
It will be backed by digital amplification and
an extensive trophy tour—with fans across
the country sending their message ‘Won’t
give it back’.

India kicks off its title defence on 15
February 2015 when they take on arch-rivals
Pakistan. The ICC World Cup will be held
from 14 February to 29 March.

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