Telling the world

Gayatri Yadav, EVP - marketing and communication, Star India, takes us through the creative journey from the scratch to the success of the #wewontgiveitback campaign. "Our creative brief going into the World Cup was simple - India was the defending champion - we wanted to capture the desire to retain the cup and showcase the spirit and aggression of this new, young team India. That led to the launch campaign "we won't give it back". Defiant and aggressive, the campaign served as a rallying cry

The ‘Mauka’ campaign has also met with great response online and on social media from fans across going viral with over 28 million views online as of Friday.

The official broadcaster STAR Sportswill have this particular benefit for the semifinals and final also