Aditya ChaudhuriThe International Cricket Council (ICC) has unveiled the “It Takes One Day” campaign, which is part of the build-up to the upcoming 2023 ICC Men’s Cricket World Cup.
The campaign highlights Navarasa: the nine emotions a fan experiences during a cricket match. The campaign is headlined by Bollywood superstar Shah Rukh Khan, with multiple current and former cricketers also featuring in it, including Shubman Gill, Jemimah Rodrigues, Muttiah Muralitharan, Jonty Rhodes, Dinesh Karthik, Eoin Morgan and JP Duminy. The campaign also showcases some of the most decorated moments from the history of the Men’s World Cup.
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Geoff Allardice, CEO, ICC, 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.”
Jay Shah, Secretary, BCCI, 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.“
The 2023 ICC Men’s Cricket World Cup will be held in India and gets underway from October 5, 2023, with the final scheduled to be held on November 19, 2023. Team India kick off their World Cup campaign against Australia on October 8 in Chennai.
