The international cricket governing body, the International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI) have jointly unveiled a new advertisement campaign “It Takes One Day” for the ICC Men’s Cricket World Cup 2023 featuring the global superstar, Shah Rukh Khan.
The advertisement features several prestigious moments from the tournament’s glorious past. The World Cup is scheduled to begin on October 5 and culminate on November 19 this year.
The commercial attempts to unite cricket lovers from all around the world with the “Navarasa,” which represents the nine emotions that cricket supporters typically experience throughout a match.
Anguish, bravery, glory, joy, passion, power, pride, respect, and wonder are nine of the ‘Navarasa’ emotions that are connected in the campaign, and it is explored in the film how it adopts one day to go through this emotional rollercoaster. The advertising initiative shows the journey of raw emotions encountered by both players and fans together over One Day.
ICC, CEO, Geoff Allardice, said, “This campaign is a true celebration of One Day International cricket and builds a sense of anticipation of what we can expect when the ICC Men’s Cricket World Cup 2023 returns to India. The emotions, or Navarasa, are felt by fans and players alike during One Day and this campaign brings to life that shared experience.
“Cricket and cinema are at the heart of the Indian psyche, and we’ve infused the two to create appeal far and wide. The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional line-up of cricketers will only help us deepen our connection in this country while captivating the attention worldwide.”
BCCI, Secretary, Jay Shah, said, “The ODI format holds an unparalleled significance with its ability to deliver thrilling moments, intense battles, and unpredictable outcomes that will truly captivate fans globally. As we embark on this journey, we are proud to see the launch of the Men’s Cricket World Cup campaign and create real excitement for the event across the world.
“We are fully committed to creating a world-class event that will witness the birth of a new generation of heroes, providing fans with unforgettable experiences and we believe the campaign does this. The ICC Men’s Cricket World Cup 2023 in India will be a celebration of cricketing excellence, cultural diversity, and the unifying spirit of the game.”