The International Cricket Council (ICC) and The Board of Control for Cricket (BCCI) have launched an exciting campaign, ‘It Takes One Day’, for the upcoming ICC Men’s Cricket World Cup 2023, which will be held in India. The campaign aims to stir up the emotions of fans while celebrating the game’s format.

What Happened: The ‘It Takes One Day’ campaign puts fans and players at its heart, showcasing the iconic moments of the World Cup and connecting them to the specially conceptualised Men’s Cricket World Cup 2023 ‘Navarasa’, which symbolises the nine emotions fans most commonly experience during a cricket match.

The campaign film features Bollywood superstar Shah Rukh Khan along with renowned cricketers including Jemimah Rodrigues, Eoin Morgan, Jonty Rhodes, and Shubman Gill, according to the ICC’s media release.

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The campaign film relives some of the most decorated moments in the fabled history of the Men’s World Cricket Cup, showcasing the journey of raw emotions experienced by both players and fans collectively over One Day. Through the magic of ‘Match Cuts’, the film connects these emotions to the nine ‘Navarasa’ – anguish, bravery, glory, joy, passion, power, pride, respect, and wonder – where it takes one day to experience this rollercoaster.

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