Bollywood Megastar And Cricket Legends Launch ICC Men’s Cricket World Cup Campaign

The International Cricket Council (ICC) and The Board of Control for Cricket in India (BCCI) have united to introduce an innovative campaign in anticipation of the upcoming ICC Men’s Cricket World Cup in India later this year.

The ‘It Takes One Day’ campaign made its debut in Mumbai on Thursday, just 77 days ahead of the first match of this year’s ICC Men’s Cricket World Cup. The campaign’s goal is to connect cricket fans worldwide to the essence of ‘Navarasa,’ representing the nine emotions commonly experienced during a cricket match.

To kickstart the campaign, a captivating film featuring Bollywood icon Shah Rukh Khan, alongside renowned cricketers such as JP Duminy, Shubman Gill, Dinesh Karthik, Eoin Morgan (current World Cup-winning captain), Muttiah Muralitharan, Jonty Rhodes, and Jemimah Rodrigues, was released. This film beautifully captures numerous cherished moments from the history of the Men’s Cricket World Cup.

The campaign showcases the captivating journey of raw emotions shared by players and fans alike during a single day, beautifully connecting the nine ‘Navarasa’ emotions – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder. It vividly explores how it only takes one day to experience this thrilling rollercoaster of feelings.

ICC CEO Geoff Allardice expressed his excitement in unveiling the campaign and eagerly anticipates the start of the World Cup in Ahmedabad on October 5.

“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. Cricket and cinema are at the heart of 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 connect in this country, while captivating the attention worldwide.”