ICC Cricket World Cup 2023: Brands Bat for Gold as Marketing Fever Hits Pitch

The stage is set for the ICC Cricket World Cup 2023, kicking off on October 5 with a riveting opener between England and New Zealand. Hosted by India, the event is heralded as the “Greatest World Cup Ever,” promising unprecedented excitement. With the world’s cricketing giants converging on Indian soil, fans anticipate a showcase of masterful cricketing amidst intense rivalries and the passionate atmosphere of iconic Indian stadiums. It’s not just a tournament; it’s a global celebration of cricket, uniting fans in a spectacle of sportsmanship, talent, and national pride.

Star Sports is set to bring the live action of the ICC Cricket World Cup 2023 to fans across the globe, with matches also being streamed live on Disney+ Hotstar. In a move to enhance accessibility, viewers will be able to catch the exhilaration for free on mobile devices. This World Cup is embracing technological innovation, with ICC TV introducing a game-changing vertical video feed. A first in cricket broadcasting, this feature aims to revolutionize the fan experience, optimizing content for mobile viewing. It underscores a commitment to intuitive, user-friendly interfaces that accommodate the viewing habits of a mobile-first audience, ensuring fans enjoy an uninterrupted and highly engaging viewing experience anytime, anywhere. The integration of such innovation elevates this edition of the World Cup, combining the thrill of cricket with cutting-edge technology for an enhanced fan experience.

Star Sports has unveiled a poignant campaign film encapsulating the fervent anticipation of Indian cricket aficionados ahead of the ICC World Cup 2023. Themed ‘World Cup ka bhoot sawaar, jeet ke utrega iss baar’, it echoes the collective yearning of a nation awaiting victory after a 12-year hiatus. The narrative, rich with emotion, is propelled by the presence of cricket icons Virat Kohli and Ravindra Jadeja. They’re joined by actress Shehnaz Gill and comedian Aakash Gupta, amplifying the film’s resonance. It captures the profound desire for triumph, where a win isn’t just a sporting achievement but a path to eternal national salvation. This creative masterpiece adeptly intertwines India’s cricketing spirit with the impending euphoria of the World Cup.

Disney+ Hotstar, in a strategic move to amplify its ‘free on mobile’ offering, has joined hands with Bollywood sensation Kartik Aaryan. The ad film, crafted by Disney+ Hotstar’s internal team and directed by the adept Rajesh Krishnan, is a visual spectacle designed to capture the audience’s imagination. It underscores the platform’s commitment to making the enthralling matches of the ICC Cricket World Cup 2023 accessible to millions. With Aaryan’s charisma, the ad film encapsulates the exhilaration of cricket, accessible anytime, anywhere, accentuating the seamless blend of entertainment and convenience.

The convergence of the ICC Cricket World Cup 2023 with the festive season has amplified ad revenue expectations exponentially. A pulsating atmosphere of celebration and competition is anticipated to drive viewership, making ad spaces a premium asset. Media reports indicate a surge in spot advertising rates for India matches and knockout stages on Star Sports, more than doubling since the 2019 World Cup, with prices soaring to Rs 30 lakh per 10 seconds. The digital domain is also witnessing a boom, with ad rates escalating by 64-67%, marking the cost per mille (CPM) at Rs 230-250. This spike underscores the strategic importance advertisers are placing on this global cricketing spectacle, leveraging the heightened audience engagement to maximize brand visibility and impact during this opportune period. The festivity and fervor of the season, coupled with the cricketing action, promise lucrative returns for advertisers.

Star Sports is amplifying advertisers’ reach by offering over 75 targeting options. Advertisers can refine their outreach based on demographics, geography, and language, ensuring a tailored approach. This granular targeting amplifies ad relevance and engagement, harnessing the diverse viewer base that the ICC Cricket World Cup 2023 is set to attract.

The ICC Cricket World Cup 2023 is graced with sponsorship from esteemed brands including Mahindra & Mahindra, Hindustan Unilever, Coca-Cola, Nerolac Paints, Dream11, Amazon, and United Breweries. In the run-up, Coca-Cola’s Thums Up has charged the atmosphere with its electrifying campaign ‘Thums Up Utha, India India Macha’. Featuring cricket icons Jadeja, Bumrah, Siraj, and Captain Sharma, the campaign encapsulates the nation’s pulsating energy and unwavering spirit. It’s a clarion call for unity and fervor, echoing the collective anticipation and boundless passion awaiting the cricketing spectacle.

Seagram’s Royal Stag is revolutionizing fan engagement with its AI-led campaign ‘A Billion Films for a Billion Fans.’ Incorporating stars like Sharma, Bumrah, and Yadav, the campaign promises a personalized experience for each fan. It epitomizes innovation, blending technology with the impassioned world of cricket to offer bespoke content, ensuring every fan enjoys a unique and immersive experience during the ICC Cricket World Cup 2023.

Adidas has unveiled the captivating ‘3 Ka Dream’ campaign, rallying India in collective aspiration for a triumphant third ODI World Cup. Featuring cricket maestros Sharma, Kohli, Pandya, Gill, Jadeja, Thakur, Siraj, and Yadav, the film is enlivened by an original track from celebrated rapper Raftaar. Crafted by Creativeland Asia, the powerful lyrics encapsulate the nation’s zealous spirit and unwavering hope. It’s more than a campaign; it’s a narrative of unity, aspirations, and the boundless passion of a nation awaiting to witness the epitome of cricketing glory once more.

IndusInd Bank has embarked on a multi-year journey with ICC, announcing its global partnership for the World Cup 2023 and upcoming ICC Men’s events, marking a strategic alliance in the world of cricket. Similarly, Nissan continues to bolster its long-standing partnership with ICC, underscoring its commitment to the sport. In a refreshing alliance, Limca Sportz emerges as the official sports drink for the tournament, promising to hydrate the event with zest. Each partnership accentuates the global appeal of cricket, where brands converge to be part of a narrative that transcends boundaries, unifying fans and enterprises in the universal language of cricketing ecstasy.

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