The ICC Men's Cricket World Cup is set to be held in India later this year and the latest promo for the marquee event features Bollywood superstar Shah Rukh Khan. The new campaign’s tagline "All It Takes is One Day" was unveiled by the International Cricket Council (ICC) and the Board of Control for Cricket (BCCI) in Mumbai on Thursday. The World Cup event is scheduled to begin on October 5 and end on November 19 this year.
According to the ICC, the initiative intends to unite cricket fans from all around the world with the Navarasa, which represents the nine emotions that spectators often feel when watching a game.
Khan, one of the most well-known actors in Indian film, is associated with cricket due to his ownership interest in the Indian Premier League team Kolkata Knight Riders. Khan and talks about the sentiments and emotions that develop in the grandest of all cricket events.
Khan narrates: "The difference between making history and being history: one day. Jerseys will be worn, and chests will swell with pride, on that one day. Passion will triumph logic, and memories will be etched, on that one day. Fears will be conquered, and odds will be braved, on that one day. From the highs of joy, to the lows of anguish, it will all be embraced, on that one day."
The video follows the release of a photograph of Khan holding the ICC trophy that went viral online on Wednesday night. The film itself features images of supporters and memorable World Cup memories from each of the 10 competing nations, together with waving flags and vibrant national colours.
SRK further continues, "Rivalries will be redefined on the pitch, and respect reimagined in the stands. The power of belief will emerge from the hearts of a billion. Songs will be sung, dances will be danced, and eyes will widen in wonder, on that one day. And when that day comes, and when that day finally comes, glory will be immortalized."
The movie star in the video concluded, "This is the ICC Men’s Cricket World Cup, for everything ever dreamt for, pushed for, lived for, it takes one day.”
WATCH THE VIDEO HERE:
The campaign showcases the journey of raw emotions experienced by both players and fans collectively in One Day, with the film connecting the nine ‘Navarasa' emotions - anguish, bravery, glory, joy, passion, power, pride, respect and wonder - and one day is all it takes to experience this rollercoaster of emotions.
CEO of ICC Geoff Allardice was thrilled to launch the campaign and is eagerly waiting for the commencement of tournament from October 5.
"This campaign is a true celebration of One Day International cricket and builds a sense of anticipation of what we can expect when the ICC Men's Cricket World Cup 2023 returns to India. The emotions, or Navarasa, are felt by fans and players alike during One Day and this campaign brings to life that shared experience," Allardice said.
"Cricket and cinema are at the heart of the Indian psyche, and we've infused the two to create appeal far and wide. The involvement of Bollywood superstar Shah Rukh Khan together with an exceptional line-up of cricketers will only help us deepen our connection in this country while captivating the attention worldwide."
The secretary of BCCI Jay Shah also said: "The ODI format holds an unparalleled significance with its ability to deliver thrilling moments, intense battles, and unpredictable outcomes that will truly captivate fans globally. As we embark on this journey, we are proud to see the launch of the Men's Cricket World Cup campaign and create real excitement for the event across the world," he said.
“We are fully committed to creating a world-class event that will witness the birth of a new generation of heroes, providing fans with unforgettable experiences and we believe the campaign does this. The ICC Men's Cricket World Cup 2023 in India will be a celebration of cricketing excellence, cultural diversity, and the unifying spirit of the game.”
Given that the Cricket World Cup is returning to Asia after a 12-years, excitement is at an all-time high. India will once again serve as host to a carnival of fans from around the globe and will be hoping for a similarly illustrious conclusion to that of the World Cup held at home in 2011.
The competition gets underway on October 5 with a matchup between England and New Zealand in Ahmedabad's famed Narendra Modi Stadium, the winners of the last edition.