Mid October, ahead of the start of the main phase of the ICC T20 Men’s World Cup, official host broadcaster Star Sports built buzz and promoted its tournament coverage by bringing back a new version of its ‘Mauka Mauka’ campaign focusing on the fierce rivalry between hosts India and neighbours Pakistan.
Launched on 12 October, the new twist on the previous iteration of ‘Mauka Mauka’ marketing (which first rolled out for the 2015 ICC World Cup) seeks to generate excitement ahead of the 24 October India v Pakistan group game.
Created and conceptualised by the in-house team at Star Sports, the creative aired on the broadcaster’s own channels and across its online platforms and offers a combination of cheeky humour and friendly banter which, according to the team, aims to be both comic and relatable.
The hero commercial opens with a Pakistan fan entering a Dubai consumer electronic shop to buy a television set for the big T20 World Cup game and the Indian shopkeeper offers him a spoof Star Sports ‘Buy One, Break One For Free’ offer available to Pakistan cricket fans. Playing on India’s domination of games between the two sides and the resulting Pakistan fan frustration, the creative arc features various vignettes and ideas of how Indian and Pakistani fans try to get the better of one another.
Naya #MaukaMauka, naya offer – #Buy1Break1Free!
Are you ready to #LiveTheGame in #INDvPAK?
ICC Men's #T20WorldCup 2021 | Oct 24 | Broadcast starts: 7 PM, Match starts: 7:30 PM | Star Sports & Disney+Hotstar pic.twitter.com/MNsOql9cjO
— Star Sports (@StarSportsIndia) October 13, 2021
The ad closes with the traditional ‘Mauka Mauka’ jingle.
“The India-Pakistan clash is one of the biggest matchups in the world of sports. The clash at an ICC event attracts core and casual Cricket fans as well as viewers who don’t watch any other cricket,” explained Star and Disney India Head Of Sports Sanjog Gupta. “The historic on-field rivalry between both teams is unparalleled and we believe that the iconic ‘Mauka Mauka’ campaign captures the spirit of this rivalry, blending competitiveness, banter and sportsmanship.”
Comment
The ICC’s T20 Men’s World Cup runs from 17 October to 14 November and Pakistan and, despite India official being the host nation, it is being held in in UAE and Oman for pandemic sfaety reasons.
Pakistan will be hoping it can change cricketing history as it has never beaten India in either a 50-Over or T20 World Cup game. The head-to-head record is 12-0 in favour of India with India beating Pakistan in five consecutive ICC T20 World Cup encounters (twice in the 2007 T20 World Cup, plus victories in 2012, 2014, and 2016).
The ‘Mauka Mauka’ campaign was originally launched back in February 2015 during the 2015 ICC World Cup.
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