In 2019, Sony Pictures Sports Network launched a campaign titled ‘Love for Cricket Knows No Boundaries’, which narrated the story of a passionate cricket fan.
Conceptualised by Scarecrow, the film was inspired by the true events of Charles Rao, a cricket enthusiast who lost his vision in 2001. The film opened with Rao reminiscing about the first time he saw Shane Warne bowl in 1995. It was the moment that made Australia one of his favourite teams. He was then shown settling in front of the TV, donning an Australian jersey as the team took the field.
During one of its ongoing research projects, Sony Pictures Networks discovered real people who had gone above and beyond for their love of cricket. This insight was brought to life through the emotionally charged campaign ‘Love for Cricket Knows No Boundaries.’ The campaign was launched to coincide with an exciting lineup of cricket on the network, including the New Zealand tour of Australia, the England tour of South Africa, and the Big Bash League, among others. It felt appropriate to celebrate the passion of true fans who transcended national borders to follow world-class cricket.
This was likely the first time a shoot-based campaign featuring a real human story, rather than a dramatised version, was created for non-India cricket properties. Charles Rao, the film’s protagonist, was not an actor but the real person enacting his own journey as a devoted cricket lover.
The campaign highlighted how a fan’s connection with cricket is sacred and untainted. His love for the game had no agenda, only pure emotion. The objective was to capture that purity, and what better way than to tell a genuine story of a real fan. The brand idea ‘Love for Cricket Knows No Boundaries’ stood as a powerful, positive message brought to life through authentic human experiences.