Shah Rukh Khan adds grandeur to Cricket World Cup 2023 campaign ‘It Takes One Day’

By India Today Sports DeskAs the countdown to the ICC Men’s Cricket World Cup 2023 begins, the International Cricket Council (ICC) and the Board of Control for Cricket in India (BCCI) on Thursday unveiled an exhilarating campaign titled ‘It Takes One Day’. This campaign, featuring Bollywood superstar Shah Rukh Khan, was launched amidst a gathering of over 85 content creators from across India at an event organized by Meta, the official digital content licensee of the ICC.

The campaign ‘It Takes One Day’ is a tribute to the fans and players of the game, encapsulating iconic moments from the World Cup history. It connects these moments to the specially conceptualized Men’s Cricket World Cup 2023 ‘Navarasa’, symbolizing the nine emotions most commonly experienced during a cricket match – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder.

The campaign film, developed in partnership with Disney Star, the ICC’s global broadcast partner, uses ‘Match Cuts’ to weave together these raw emotions experienced by both players and fans over one day. Adding to the grandeur of the campaign are cricketers including JP Duminy, Shubman Gill, Dinesh Karthik, Eoin Morgan, Muttiah Muralitharan, Jonty Rhodes, and Jemimah Rodrigues, alongside Shah Rukh Khan.

Recognizing the influence of content creators in shaping culture, the ICC and Disney Star collaborated with Meta to launch the campaign at Meta’s India headquarters in Mumbai. The launch was attended by regional creators from cities like Mizoram, Haldwani, and Kochi.

BCCI Secretary Jay Shah expressed his excitement about the campaign and the upcoming World Cup. “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,” Shah 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.”