Star pulls out all stops to make ICC World Cup telecast a success

Star Sports has an extensive programming strategy, including regional language feeds, to ensure the tournament's reach expands

With the one-and-a-half-month-long ICC World Cup 2019 taking off on Thursday in England and Wales, there is plenty of time for brands to get on to the advertising wagon for the most-watched sport in the country. And, Star India is pulling out all stops to ensure audiences remain interested in the rather long World Cup season. Reports suggest that Star India, the official broadcaster of all International Cricket Council (ICC) events, could rake in as much as Rs 1,800 crore from this year’s World Cup, against Rs 700 crore in the last season.

Gautam Thakar, CEO, Star Sports, said: “We have in place a 360-degree marketing plan starting with the core thematic #CricketKaCrown, as the World Cup is regarded as the most prestigious prize in world cricket. Bringing the competitive element that every country holds during this tournament, the campaign showcases the very nucleus of the sport and how every team is going to England to get their hands on the Crown of Cricket.” 

While a promo few weeks ago showed each country gearing up for the tournament, Star Sports released specific commercials. For example, the kick-off match on May 30 is being promoted through a creative that draws on the insight that neither country has ever won the trophy thus far. Special creatives have been produced for India matches, each drawing on an insight based on India’s cricketing history with the opponent. 

Star’s on-ground activities involve the theme #LeJayenge. In the first phase of this campaign, auto drivers in multiple cities held up placards stating ‘Le Jayenge’, inviting passengers to ride with them. The second phase will begin in Mumbai on June 5 — the day India begins their World Cup game against South Africa. On the day, BEST buses will provide free rides across three prime routes in Mumbai. 

Star Sports also has an extensive programming strategy, including regional language feeds, to ensure the tournament’s reach expands. “One of the learnings from the IPL is that we aim to carry forward going deeply regional. We will have a big opening for the tournament as well as India’s opening by telecasting the matches on some movie channels,” Thakar said. 

The tourney’s and India’s first matches will be telecast on Star India’s general entertainment channels like Maa Movies, Vijay Super, Jalsha Movies, Suvarna Plus, and Asianet Plus, along with sports channels. The rest of the matches, including the India-Pakistan tie will be telecast on multiple channels across the Star network. 

The network has roped in experts like Sachin Tendulkar for surround shows. It has planned shows like Fab 15, which focuses on the Indian squad, and Follow the Blues, which provides off-the-field insights into the teams.