New Delhi, Oct 31 IBNS | 2 years ago

Media and entertainment company STAR India has launched a unique campaign 'Cheer for Sachin' to pay tribute to 'Master Blaster' Sachin Tendulkar as he gets ready to play the farewell series against West Indies early next month.

The broadcaster is targeting to break the world record for maximum 'Cheers' garnered by any campaign ever across the world.

According to STAR India, the response has been very encouraging with stars from Bollywood, Cricket as well as TV recording their cheers.

Celebrities like Priyanka Chopra, Prosenjit Chatterjee, Kapil Dev, Ravi Shastri, Wasim Akram, Rameez Raza and protagonists from the leading serials on television channel STAR Plus like Diya Aur Baati Hum and Yeh Rishta Kya Kehlata Hai have already recorded their cheers.

Moreover, the broadcaster also reached out to Sudhir Kumar Chaudhary - regarded by many as the biggest Sachin fan to record a special cheer for this campaign.

Speaking on the occasion, Gayatri Yadav, EVP-Marketing and Communications, STAR India, said, "For 24 years, the legend has stood for a billion...and now it's time for a billion to stand for one."

Yadav said, "It's our time to cheer for the little master. We are honoured that Sachin's farewell series will be played on our network."

"Our philosophy has been to take fans closer to their heroes because as the official broadcasters we play the critical role of an enabler. We are extending the invitation to all Sachin fans through this campaign to come out and thank the little master for a wonderful career in which he took Indian cricket to newer heights," she added.

"We are aiming for the World Record. Sachin has made innumerable records during his memorable career; it's time that his fans make this record as a Grand tribute. We believe there cannot be a bigger opportunity for Sachin fans to show support and be a part of history in making as he gets ready for one last time to play for India," Yadav asserted.

The campaign will run across the STAR Sports network as well as STAR India network of channels.

According to officials, STAR India will donate its share of proceeds from the incoming call revenues to an NGO for sports development amongst youth.

Additionally, the broadcaster will use a special Fan Cam enabling fans to say "I was there" as they enjoy the historic moment.

The Fan Cam is capable of generating 360 degree extremely high resolution photo of the stadium therefore each and every fan who will be fortunate to be at the stadium on any of the Test match days will be able to zoom into his picture and keep this memory with him for posterity, STAR India noted.

Moreover STAR India noted that on the programming front, a 10 part documentary series will be dedicated to Sachin - 'Sachin Ka Safar' and 'The Sachin Journey' in Hindi and English language respectively which will be telecast in the month of November.

There will be a live show on Sachin titled 'Sachiiiiiiin ...Sachin' which will be telecast during the series.

Also, a special 24 segment series 'Sachin Years' will also be showcased in the run-up to the historic series.

A segment will be dedicated to each of Sachin's 24 years of international cricket, STAR India informed.

(Posted on 31-10-2013)