The Disney owned Indian sports media giant Star Sports rolled out a promo for its coverage of the ICC Women’s T20 World Cup 2023 called ‘Her Story’ which pays tribute to those who have paved way for the current generation of female cricket heroes who are attempting to win the tournament for the first time.
Created and conceptualised by the in-house team at Disney Star, the campaign launched in late January ahead of the ICC Women’s T20 World Cup 2023 and outlines how cricket aficionados of all ages and genders have found idols to admire and aspire to in these female sporting superstars and seeks to galvanise the nation to support the Indian Women’s team’s tournament journey.
Emphasising the significance of the journey, Star Sports – the official broadcasters of the ICC event – launched a TV led promotional campaign which sets out to recognise the presence of a new brand of cricket and a new group of heroes. It sets out to educate viewers and fans about the new form of intense, engaging and dynamic cricket and positions the India Women’s Team at the forefront of the change.
The hero spot rolled out from 23 January and linked to the hashstags #ICCWomensT20WorldCup, #WomenInBlue and #TeamIndia.
https://www.youtube.com/watch?v=l7Ne2p3uV6U&t=11s
“We are deeply committed to growing fandom for women’s Cricket and are excited to host the ICC T20 World Cup in South Africa on the Star Sports Network and Disney+ Hotstar,” commented Disney Star Head Of Sports Sanjog Gupta. “The last T20 World Cup in Australia in 2020 saw the women in blue missing out on the title in an epic finale. As Team India embarks on this journey towards world glory, our hope is that cricket fans across the country and the world will support their endeavour to rewrite his-tory as ‘Herstory’. The growing recognition and appeal of the women in blue has transformational capacity which transcends sport with the potential to inspire millions of girls (and boys). And we believe this event will provide a strong impetus in elevating that chorus of support for Harmanpreet and her team”
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The India Women’s Team, who lost to Australia in the final of the previous iteration of the competition, start the 2023 tournament as serious contenders and face England, Ireland, Pakistan and West Indies in the group stages which start on 10 February with the final played on 26 February.
This campaign follows on from the media giant’s December 2022 ‘Blue Knows No Gender’ marketing burst and other recent notable women’s cricket campaigns in India such as PaisaBazaar’s ‘Sweet Sound Of Wood’ and Cadbury’s ‘Good Luck Girls’.
08/02/2023
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