‘Mauka-mauka’ rivalry becomes ‘Sabse Bada Moh’

ICC Champions Trophy is better known as “Mini World Cup”. Host broadcaster is promising to bring the same “World Cup wali feeling”. At least Champions Trophy promotional campaigns to be aired on STAR India say so.

For the game with Pakistan, the eternal rivalry is pacified by divinity. It’s no more “mauka” to win a fiercely fought battle. Now it’s “moh” – the deep enchantment that keeps the fans detached from anything and everything else – material as well as spiritual. Star Sports has made a comeback for Champions Trophy with a new campaign- #SabseBadaMoh.

The STAR Sports campaign for the numerous Indo-Pak ties earlier had been conceptualised around the eternal rivalry between the neighbouring nations – depicting the game as an opportunity to settle scores.

Creative changed with occasions, but the “mauka” to settle score theme prevailed for a long period of time – from ICC World Cup to T-20 World Championships. However, concepts and creative at Star India is a continuous process, where the larger creative keeps churning out new concepts and ideas for unparalleled, unique campaigns. The Sabse Bada Moh, too, was a collaborative, team effort of Star Sport’s larger creative team. The “indigenous” concept was finely executed by the Star Sports in-house team.

But this time to recreate the magic of “Mauka Mauka”, Star Sports is not highlighting the rivalry between the two nations. It is the feeling of materialistic possessions now.
India and Pakistan will be playing each other after a year-long gap. The last match between the two was World T-20 group stage match.

The two nations haven’t played an ODI since 2015. The last ODI between India and Pakistan was played during the World Cup in 2015. It must be noted that Champions Trophy is the only ICC event where Pakistan have defeated India. On two occasions.