ZEE unveils new ad campaign for ILT20 featuring Virender Sehwag

In keeping with Sehwag's persona, the campaign film takes an irreverent method of generating anticipation for the ILT20 league.

One of the leading Indian media conglomerates, ZEE Entertainment Enterprises (ZEE) has unveiled a new advertising campaign featuring former Indian batter Virender Sehwag to announce the first season of ILT20 which is all set to begin in UAE from January 2023.

In keeping with Sehwag’s persona, the campaign film takes an irreverent method of generating anticipation for the ILT20 league.

The film begins with Sehwag resting by the pool when his secretary, performed by actor Brijendra Kala, calls to notify him that Zee Cinema has called about a major project. The former World Cup winner believes the request is about a possible film role and begins talking about how he always thought he had a great face for featuring in movies until Kala reveals that the project ZEE has in mind for him is for a new cricket league, which surprises him.

Kartik Mahadev, Chief Marketing Officer – Content SBU, ZEE, commented, “We are thrilled at the opportunity to engage sports fans, with the return of cricket on ZEE. We endeavour to leverage the ZEE movie platforms across languages and deliver a heightened experience to the T20 cricket fan. Our brands understand the passion that drives movie fandom, it’s exciting to see these two worlds of movies and cricket fandom coming together on the Zee movie channels.

“The league will be telecast across 10 of our movie channels across 3 languages, engaging with 419 million movie audiences as well as our digital platform Zee5. To build this new league we have planned a high-buzz multi-phase campaign. We are stoked to have Sehwag announce the league, a natural fit as he has captivated millions of fans with his batsmanship as a player and flair as an expert, to build anticipation around the T20 Cricketing action coming up on ZEE.”

Jigar Fernandes, Founder and Creative Head, tiqui-taka, said, “With Cricket returning to a platform synonymous with movies, Masti and magic, Cricket and Cinema came together in a fun brief. It was essential to build awareness around Zee Cinema as the new destination for Cricket. It was cool of Sehwag sir to be such a sport and go along with the joke. He is a natural in front of the camera. Hope to really see him on the ‘bada parda’ someday!”

Six teams will compete for the ILT20 trophy in the 34-match event. The competition will be broadcast live on ZEE’s ten linear channels in English, Hindi, and Tamil, in addition to the company’s OTT platform, ZEE5. In India and around the world, the tournament will be broadcast on Zee Cinema (SD & HD), ZEE Anmol Cinema, ZEE Thirai, ZEE Bangla Cinema, ZEE Zest (SD & HD), & Pictures HD and &Flix (SD & HD).

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