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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.
Uday Shankar and his team at Star India have roped in more brands as partners to make the ICC Cricket World Cup 2015 one of the biggest revenue generating sport event in India.