Transforming the TV experience of Cricket for 1.2 billion viewers.
Cricket is India’s most loved sport. Attracting over 1.2 billion viewers over 2 months, the IPL is India’s biggest sporting property aired nationwide in 4 regional languages, also attracting global interest. It is broadcasted by Star Sports in a dedicated format: Cricket Live.
Addikt was commissioned to create a system that transforms the broadcast experience of IPL for the billions worldwide.
Winning the IPL broadcasting rights bid was a huge milestone for the Star Network. Its broadcast experience had to reflect the iconicity of the property as well as the Star Sports identity.
Inspired by the fast-paced and adrenaline-powered T20 format, we created the tagline: Best vs. Best. Where the best cricketers from around the world, clash to claim that one title: being a champion.
Broadcast packaging that transforms the TV experience of cricket for 1.2 billion viewers.
The new experience is playful; the system is versatile – usable for all types of content be it lower-thirds, bugs, and in-studio AR expressions.
The visuals are inspired by the Star logo. The colour pallete is customised for every match refreshing the experience each time.
The Best vs. Best narrative captures the adrenaline rush of a T20 match. In a T20 match, every single action – a catch or a six – catalyses an explosion of emotions among the players on-field, the supporters in the stadium, and the viewers at home. This impactful moment that ties everyone together is the starting point of our vision for the experience.
The kite-like ignition shapes, inspired by the Star logo, rapidly and playfully change shape and frame information in a bug, graphics or AR giving the visual experience a transparent and fast quality.