Star Sports says ‘Live the game’ with ICC Men T20 World Cup 2021 campaign

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The latest ICC Men's T20 World Cup 2021 campaign video, conceptualised by their internal creative team at Star Sports and composed by Bollywood music director, Amit Trivedi takes the anthem route.

Star Sports, in association with ICC, has launched the campaign anthem ‘Live the Game’ ahead of the marquee tournament. Highlighting cricket as a sport that transcends boundaries, with fans across the globe, the campaign embodies the joy, and togetherness it brings along with the fiercest competition in the world of Cricket.

The Anthem is conceptualized by the internal creative team at Star Sports in association with ICC and aims to bring a world-class anthem. Composed by popular Bollywood music director, Amit Trivedi, the anthem- ‘Live The Game’, focuses on the younger generation, who do not want to be mere spectators but play an active role in furthering the narrative of the tournament. The campaign video also showcases state-of-the-art animation, executed by ‘BAT Collective’. The characters in the track have been crafted into 3D figures, designed by ‘Red Knuckles’.

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Speaking about the anthem launch ahead of the ICC Men’s T20 World Cup, Sanjog Gupta, Head-Sports, Star, and Disney India, said, “The Men's T20 World Cup is one of the biggest events on the global sports landscape. Its stature and allure serve as the ideal platform to recruit new fans, re-engage current fans and bolster the connection of the game. The USP of this campaign is the visual rendition of the invite and its trendy music amplifying the immersive #LiveTheGame proposition.

The creative team at Star worked closely with the ICC and with award-winning international talent to develop the animated narrative with a view to attracting young fans who relate to gaming as much as to watching sports. The visual narrative is complemented by an addictive anthem, which has been composed by Amit Trivedi, to build the spectacle of the event. With this campaign, we hope to excite new Cricket fans from Gen Z and elevate core Cricket fans' anticipation for the tournament."

Claire Furlong, ICC General Manager, Marketing and Communications, said, “We are excited to be launching this film ahead of the ICC Men’s T20 World Cup 2021 which is so different from anything we have delivered before. Cricket has more than a billion fans around the world, and we wanted to put our young fans in the heart of the action alongside their heroes and allow them to live the game. Partnering with Star Sports and Amit Trivedi to create the animation and music for the campaign has given us a wonderful opportunity to celebrate the fact that India is our host despite the event being staged in Oman and the UAE. I hope cricket fans enjoy watching and listening to this as much as we enjoyed creating it.”

Speaking about the anthem, Bollywood music director Amit Trivedi said, "Cricket has been my favorite sport and it was a pleasure to create the anthem for ICC T20 World Cup.  The track is quite upbeat, and I hope it resonates well with the youth and cricket fans. I can’t wait for the tournament to begin and hope India can bring the trophy back home.”

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