Mumbai: Star Sports has launched the VIVO IPL 2021 campaign - “India Ka Apna Mantra”, featuring Mahendra Singh Dhoni, weeks before the start of the season on April 9.
The campaign salutes the attitude of a generation that is redefining conventional rules of the game to overcome insurmountable challenges.
IPL stars too, faced with on-field challenges, have set aside conventional wisdom to devise their own ‘Mantra’ to achieve glory. From Rohit Sharma’s hunger for continued success to Virat Kohli channelling his aggression to be called ‘King’, IPL has spawned many such mantras.
The films show Dhoni in two completely new avatars which capture the emotions and the success mantras of the players in their pursuit of excellence and success.
Conceptualized by the creative team of Star India, the first film opens in a martial arts training camp with students playing cricket. Dhoni is seen teaching the kids how the continued hunger for success can be a driver for excellence. The Chennai Super Kings (CSK) captain cites his Mumbai Indians (MI) counterpart Rohit Sharma’s track record of winning five IPL trophies and his hunger to add on to his tally in 2021.
The second promo opens in a summer camp with youngsters ready for a drill led by Team Leader Dhoni. Dhoni narrates the story of Virat Kohli. He delivers the message that aggression when channelised in the right way, can help achieve success.
“IPL 2021 is returning to Indian soil with a lot of anticipation across the country. Our campaign reflects the resilience, determination and enterprise of the nation. We believe IPL is a platform for expression of the same ‘nothing is impossible’ spirit on the field,” said Sanjog Gupta, head - sports, Star India about the campaign.
“Hunger for success in the IPL inspires players to take risks and challenge conventional wisdom. And it is their inner belief and indomitable ‘must do’ spirit that drives their commitment. We see this as a ‘capturing the mood of a generation’ campaign - one that reflects a more confident, enterprising, entrepreneurial attitude of the country,” he added.
The 14th edition of IPL 2021, which will begin on April 9, will be broadcast live on Star Sports Network & Disney+ Hotstar VIP. (UNI)