Star Sports launches Asia Cup ‘Tournament of Neighbours’ campaign

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Star Sports, the official and exclusive broadcaster for the Unimoni Asia Cup cricket in India, has launched the “The Tournament of Neighbours” campaign for the Asian regions cricket championship. The promotion video takes on the age old “Neighbour vs Neighbour” rivalry.

Unimoni Asia Cup 2018, the marquee cricket tournament of the year starting on September 15, will see Asian neighbours India, Pakistan, Bangladesh, Sri Lanka, Afghanistan and the winner of Asia Cup 2018 qualifier battle it out to become the champions of Asia. Star Sports, the official broadcaster, has released its first film for the tournament which speaks of the unique aspect of “The Tournament of Neighbours’ and this very aspect is at the heart of the campaign.

For once, the creative broadcaster has deviated from the clichéd India-Pakistan rivalry even as the Asia Cup 2018 has a good possibility of the two arch rivals meeting thrice in the tournament.

Star Sports’ “Knock Knock” campaign is based on the creative insight that a neighbour’s success will always be a consistent reminder of one’s own failure. The film subtly takes on the age old “Neighbour vs Neighbour” rivalry, and brings alive the neighbourhood competition in a way which is bound to leave viewers with a smile on their faces. The campaign aims to ignite a flurry of emotions – pride, merriment, euphoria and most importantly the love of cricket across the sub-continent.

Gautam Thakar, CEO, Star Sports said, “The Asia Cup is a competitive, thrilling and action-packed celebration of historic cricket rivalries between neighbours. It is where nations from the Asian continent take on each other in one of the most exciting cricket tournaments in the world. The core creative thought “Neighbour vs Neighbour” presented by Star Sports will showcase these arch cricketing rivalries that the Asia Cup has to offer.”

This year, the Asia Cup will have a few nail biting matches between India and Pakistan, as they compete with each other in a bid to reinstate their country’s cricketing prowess.

In an electrifying 50-over format, the competition between India and Pakistan and India and Bangladesh amongst others, will be the highlights of the Asia Cup, Why? Because you just can’t lose to your neighbours!

The tournament is scheduled to be held in Dubai and Abu Dhabi from September 15th to the 28th and will open an exciting and action-packed cricketing calendar on Start Sports Network.

The campaign, created by Star Sports creative communications team is produced by Nirvana Films.


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