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Sanjay Gupta, COO at Star India said, "Our strategy to broadcast in four regional languages will make the World Cup more accessible. Cricket, and especially the World Cup, is usually considered expensive and only very large advertisers were able to access it so far. We are also seeing interest from brands that have not been into cricket before and contribution from these new advertisers will be very high."

Star Sports, the official broadcaster for the upcoming quadrennial extravaganza, reinforced its commitment of bringing fans closer to the sport and its heroes, through a tour of the World Cup trophy in India.

A Star India spokesperson said, “The passion for cricket in this country is second to none and we, at Star, are committed to making the 2015 ICC Cricket World Cup bigger and better than ever. We have a series of path-breaking initiatives in the pipeline ready to be launched in the build-up to the World Cup, across multiple platforms. #wontgiveitback sets the ball rolling and portrays the attitude of this new, young and bold Team India. The campaign connects with the youth in their language, refl