The International Cricket Council (ICC) and The Board of Control for Cricket in India (BCCI) have come together to introduce a new campaign titled ‘It Takes One Day’ in anticipation of the upcoming ICC Men’s Cricket World Cup in India. The campaign was unveiled just 77 days before the tournament’s first match and aims to connect fans worldwide to the nine emotions, known as ‘Navarasa,’ commonly experienced during a cricket match.
The campaign launch featured a film showcasing decorated moments from the history of the Men’s Cricket World Cup, with appearances by Bollywood superstar Shah Rukh Khan and renowned cricketers such as Eoin Morgan, Jonty Rhodes, and Muttiah Muralitharan. The film portrays the journey of raw emotions experienced by players and fans throughout a single day of cricket, connecting the nine Navarasa emotions of anguish, bravery, glory, joy, passion, power, pride, respect, and wonder.
ICC CEO Geoff Allardice expressed excitement about the campaign and eagerly awaits the World Cup’s commencement on October 5 in Ahmedabad. BCCI Secretary Jay Shah emphasized the significance of the One Day International format, promising thrilling moments and captivating outcomes that will engage fans globally. Both organizations aim to make the ICC Men’s Cricket World Cup 2023 a celebration of cricketing excellence, cultural diversity, and the unifying spirit of the game.
