Chabuddy G is the Cricket Connoisseur in New ICC World Cup Campaign

‘People Just do Nothing’ star Chabuddy G (Asim Chaudhry) has been getting a flavour of cricket from some of the sport’s most passionate individuals ahead of the highly-anticipated ICC Cricket World Cup 2019, which takes place across England and Wales next summer.

The campaign created by Ogilvy London sees the comedian taking on the cricket-inspired name ‘Chabuddy CWC’, enlisted as the official guide to the ICC Cricket World Cup 2019, and tasked to learn more about the game he claims he loves from a who’s who of cricketing legends, personalities and fans.

There are three films in total for the campaign, which extends across media, digital and social. The first film, released today, follows the launch of the competition’s Public Ballot on 1st August, which is backed by a major marketing and PR campaign called ‘Are you in?’. The Ballot, open until 29th August, offers fans the opportunity to register for tickets to watch a total of 48 matches taking place across some of cricket’s most iconic venues.

Combining a mix of cricket and comedy with their latest campaign, the film series aims to drive engagement and awareness of next summer’s tournament with a new non-cricket audience. The release of the film, starring the self-proclaimed ‘cricket connoisseur’, will be followed by a further two films, due to be released later this month, which will see Chabuddy CWC learn about the rules and nuances of cricket from individuals including legendary cricket umpire Dickie Bird and Sky Sports commentating maestro David ‘Bumble’ Lloyd.

Following the release of the film series this summer, Ogilvy and ICC Cricket World Cup 2019 will then activate around key milestones in the lead-up to the competition which starts in May 2019. 

Rachel Frazer, head of communications for The ICC Cricket World Cup 2019 in England & Wales, said: “It’s been brilliant to work with Chabuddy G on this fresh and exciting campaign, which will help drive engagement and awareness of next summer’s tournament with people outside of our core cricket audience. The Public Ballot offers fans the chance to be at the heart of a great celebration of cricket, and we know they will create an exceptional atmosphere at each of the 11 ICC Cricket World Cup venues across England and Wales.”