Playing On India-Pakistan Rivalry, Star Sports Builds Buzz On Twitter For #CWC15

India and Pakistan are going to face each other sixth time in a World Cup game, will Pakistan bring the jinx? Star Sports is building conversations over it on Twitter with a TVC launch

ICC_World_Cup_India_Pakistan

An India-Pakistan cricket game is a big money spinner than a World Cup Cricket final. The rivalry goes on, the pressure still remains whenever the two teams are on the field. This time they would also do on social media. No bets that #INDVsPAK will be trending before the two teams meet once again on the coming Sunday for the ICC World Cup Cricket 2015.

Banking on the rivalry, Star India, the official broadcaster of the upcoming ICC World Cup has sparked some more excitement to its ongoing campaign #WontGiveItBack. India holds the bragging rights of having defeated Pakistan in all world cup games.

Taking inspiration from this fact, the internal team of Star Sports has conceptualised a TVC  where a frustrated young Pakistan fan is waiting since 1992 to celebrate his team’s victory against India in a world cup. The wait has been so long that he now has a son, who also repeats his father’s routine to no avail as India eventually wins. The comic element of the film revolves around the fans’ routine of getting the crackers out for celebration in every edition of the world cup when India and Pakistan play, in anticipation of their win, but only to shelf them back again in disappointment.

The one minute long TVC has a soulful music at the backdrop with lyrics that ask – kab ayega mauka (when will the day come). The film ends with the Pakistan fan ushering in disappointment – kab phodenge yaar (when will we burn the crackers to celebrate victory).

 

Having caught the pulse of the cricket crazy nation, the funny, pun-filled film has got more than 725K views after being uploaded a week ago. The video has been shared on Star Sport’s social media properties with encouraging eyeballs. With the game day coming closer, Star Sports has asked fans to decide which way the contest will swing with #IndWins and #PakWins. Clearly now the brand is building conversation over the TVC on Twitter:

Conversations are already catching up on Twitter with Pakistani and Indian fans already engaging in a war of words over the game. Meanwhile Pakistan team has replied to the film created by Star Sports and is building the tempo on Twitter’s match timeline.

Indian fans are not to be left behind, listed below are some of the conversations which will only grow as the game gets closer:

Star plays on the sweet and old rivalry

India and Pakistan have a past that needs no introduction to the world. However cricket, music and food have always brought the two countries together. Cricket, a game that is followed with a lot of passion in both the countries, has been an ice-breaker in the strained political relationship. The game has brought us together at times and the sporting rivalry is a good sign for the teams and the game.

Star Sports has announced a host of broadcast innovations and firsts to make this a ‘Cup for All’. For the first time, the ICC World Cup 2015 will air in six languages – Hindi, English, Bengali, Tamil, Malayalam and Kannada. The network also plans to engage fans with never seen before player analytics across 4000 hours of match footage, ball-by-ball data from 600 matches (ODI data from 2010-till date), 200 players and 14 venues will be analysed in new look graphics.

On digital Star Sports has been promoting its aggressive campaign #wontgiveitback. The minute long video conceptualized by Lowe Lintas & Partners features the men in blue and fans vowing support that “we won’t give back the world cup”.

Playing on the emotions of the sporting rivalry, Star Sports has sparked off conversations on Twitter. The ploy has worked; it has spiked the Sunday’s excitement for the match, assuring that no matter what the record won’t be broken and all the action will happen only on Star Sports.