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Star India spokesperson said, “The India Pakistan match is the biggest unifying factor in the country regardless of age, gender or whether you're a sports fan or not. We wanted a campaign, which will get the attention of the nation and would have a life of its own, but still be a part of the larger umbrella campaign #wontgiveitback.”
Star said it has 38 sponsors across various channels with more than 100 brands advertising during the World Cup. The India-Pakistan tie had 93 advertisers across television and digital platforms.