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Gayatri Yadav, EVP - marketing and communication, Star India says, "We were creating a narrative about India being a defending champion. While it was quite polarising, it built momentum and interest. Within that overall thought, we wanted a specific story for India versus Pakistan."

Bollywood superstar Salman Khan recently met with the famous ‘Mauka Mauka’ team on the sets of his upcoming film, ‘Bajrangi Bhaijaan’.

Gayatri Yadav, EVP - marketing and communication, Star India, takes us through the creative journey from the scratch to the success of the #wewontgiveitback campaign. "Our creative brief going into the World Cup was simple - India was the defending champion - we wanted to capture the desire to retain the cup and showcase the spirit and aggression of this new, young team India. That led to the launch campaign "we won't give it back". Defiant and aggressive, the campaign served as a rallying cry