Description
ICC Men’s T20 World Cup was around the corner, with India as the defending champions. While we knew that the core cricket fans would show up, especially for the big matches, our challenge was to make this edition bigger than any other tournament before for the broadcasters - Star Sports and JioHotstar. To substantially boost all the viewership metrics, we had to look beyond just the Indian cricket fan; we had to get every Indian on board. From the fence-sitters and dabblers to the ones that tuned in just for the final matches - we had to bring them all in. How do we galvanise an entire nation to cheer for India from day one? We teamed up with the champions who had just united the entire country. To kick it off and build buzz for the World Cup, we got the recently crowned ODI World Cup Champions to cheer for the defending champions. For the first time in Indian cricket advertising, the women rallied support for the men, flipping the script, stoking pride like never before.
