It Takes One Day’ Campaign Launched With CWC23 Film
International Cricket Council (ICC) and The Board of Control for Cricket in India (BCCI) have collaborated to launch an exciting new campaign ahead of the ICC Men’s Cricket World Cup, scheduled to take place in India later this year.
Titled ‘It Takes One Day,’ the campaign was officially unveiled in Mumbai, just 77 days before the commencement of this highly anticipated cricketing event. The primary objective of the campaign is to create a global connection among cricket fans and evoke the essence of ‘Navarasa,’ which symbolizes the nine emotions that fans commonly experience during a thrilling cricket match.
To introduce the campaign, a captivating film was released, featuring none other than Bollywood superstar Shah Rukh Khan, alongside renowned cricketers such as JP Duminy, Shubman Gill, Dinesh Karthik, the current World Cup-winning captain Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes, and Jemimah Rodrigues. The film pays homage to numerous iconic moments in the history of the Men’s Cricket World Cup, adding to the excitement and anticipation for the upcoming tournament.
The essence of ‘It Takes One Day’ lies in the sketching of raw and genuine emotions experienced collectively by both players and fans throughout the course of a single day.
The film beautifully weaves together the nine ‘Navarasa’ emotions – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder – reflecting the rollercoaster of emotions that cricket can evoke within a short span of time.
ICC CEO Geoff Allardice expressed his enthusiasm for the campaign and eagerly awaits the commencement of the World Cup, which is set to begin in Ahmedabad on October 5.
“This campaign is a true celebration of One Day International cricket and builds a sense of anticipation for what awaits us when the ICC Men’s Cricket World Cup 2023 returns to India.
The emotions, represented by ‘Navarasa,’ resonate with fans and players alike during One Day matches, and this campaign brilliantly captures and brings to life that shared experience,” Allardice shared.
Recognizing the profound connection that cricket and cinema hold in the hearts of the Indian population, the campaign ingeniously blends the two, thereby increasing its appeal both within the country and globally. With the involvement of Bollywood superstar Shah Rukh Khan and a stellar lineup of cricketing legends, the campaign is poised to strengthen its bond with the cricket-loving nation of India while simultaneously captivating audiences worldwide.
