#LeJayenge – STAR Sports’ unique campaign for ICC CWC 2019

image-STAR Sports unique ICC CWC 2019 campaign- LeJayenge-MediabriefThis simple but clever campaign isn’t directly about getting the ICC CW Cup home, but a one-of-its-kind fan engagement planned by Star Sports to take fans home in time to watch the ICC CWC 2019. And, of course, the play on wresting the Cup and taking it back to India is always there

With the ICC Cricket World Cup 2019 (CWC) fever taking over the country, Star Sports, India’s leading sports broadcaster engages with fans in a unique way to promote the tournament. Driving the core campaign thought #CricketKaCrown, the network unveiled the first phase of the #LEJAYENGE activation in the week of May 20th across cities in India.

Phase one of the activation had auto drivers in multiple cities holding placards stating ‘Le Jayenge’, inviting passengers to ride with them to their destination. This is in direct contrast to commuters having to usually wave for the autos to stop and negotiate with them. Autos and taxis across cities did not refuse customers – instead of ‘Nahi Jayenge’, they said ‘Le Jayenge’.

During the commute, auto drivers and passengers were encouraged to talk to each other which resulted in conversations around the ICC Cricket World Cup and the anticipation to see India bring the #CricketKaCrown to India.

The second phase of the activation will begin on June 5th in Mumbai where, India will start their World cup campaign against South Africa. The broadcaster has tied up with BEST buses which will provide FREE rides to passengers across 3 prime routes in Mumbai, allowing them to get home in time to enjoy the Live action on the Star Sports network. Drivers will be holding a placard, inviting passengers for a free ride to their destination.

The much-anticipated clash between India and Pakistan is scheduled to be played on 16th June 2019.

The coverage of ICC CWC has already begun on the Star Sports network with the first broadcast of the warm up game. While the actual tournament begins on May 30th, the broadcast for every game during the cricket world cup will begin at 1.30 pm, with the flagship show Philips Hue Cricket Live, on the Star Sports network. A special series, ‘Follow the Blues’, covering the journey of Team India will be a part of the show and will air on every India match day at 9 am on Star Sports 1 and Star Sports 1 Hindi. There will also be a daily segment of ‘Follow the Blues’ at 2 pm on Philips Hue Cricket Live on the Star Sports network.

For the cricket connoisseur, the #SelectDugout is back for the India warm up games, opening day (May 30th) on all Sundays and India match days.

The ICC Cricket World Cup 2019 will begin on May 30th and, fans can watch all the action Live on the following channels: Star Sports1 SD/HD – Star Sports2 SD/HD –  Star Sports1 Hindi SD/HD – Star Sports Select1 SD/HD – Star Sports1 Tamil – Star Sports1 Telugu –  Star Sports1 Kannada – Star Sports1 Bangla – Asianet Plus.

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