International Cricket Council (ICC) has launched #CWC11Rewind to celebrate the ten-year anniversary of India’s World Cup triumph in 2011 under Mahendra Singh Dhoni’s captaincy. The 2011 World Cup is one of India’s most celebrated triumph due to country’s 28 year long wait for the trophy. ICC is launching a series of content across the next six weeks, beginning from February 19, to portray India’s iconic moments from the tournament.
It's time to relive the @cricketworldcup 2011 festival of cricket 💥
🎆 The party starts. Again… #CWC11Rewind (19 Feb-2 Apr)
— Cricket World Cup (@cricketworldcup) February 17, 2021
Under #CWC11Rewind, ICC will be uploading the videos in English and Hindi. They will also release five minute highlights of every game India played on the same date of the tournament. The highlights would be released on ICC’s website and across all social media handles.
In addition to highlights, ICC will be releasing Instagram Reels that will be targeting a younger demographic and interviews with key players from the event. Moreover, this campaign is supposed to be the beginning of ICC’s long-term multi-lingual strategy to take cricket to a larger demographic.
In a concerted effort to customize, localize and engage fans from India especially from the large Hindi- speaking market, ICC will be posting over 100 posts during the course of the campaign on Facebook page to expand the reach.
The international body has also planned on organising online quizzes, polls across the digital platforms to indulge more audiences. In 2020, ICC was named the number one sports’ governing body as per views count on Facebook videos. This campaign will further boost the governing body’s profile on social media since India has the biggest cricket following in the world.