Jazz, Cricket, and a Promise to Pakistan: The story of Jazz Rising Stars

The world’s largest cricket talent hunt!

In early 2016, Pakistan’s largest telecom reinvented itself with a new promise and identity. Under the flagship of its powerful slogan ‘Dunya ko Bataa Do’ (Show the Whole World) Jazz has embarked on a journey to empower the people of Pakistan.

For the team at Jazz, this was a promise not to be taken lightly.

“Jazz was rebuilt with the agenda to bring positive change in the lives of people. This was our first and last thought of the day,”

“It was imperative for Jazz to validate and substantiate its brand ideal even more so through strategic experiential engagement”

This required calculated planning and creative thinking not just restricted just to identifying and investing in platforms such as cricket (Pakistan’s passion) but also creating a unique proposition to stand above the existing clutter, in-depth operational planning and complete alignment with brand fundamentals.

Cricket and its power to fulfill a promise

Pakistan, despite being a country obsessed with cricket, lacks proper infrastructure to scout grass-root talent for the sport. Jazz, fully believing in the potential of the Pakistani youth, wanted to address the gap and enable aspiring cricketers especially from smaller cities and towns.

After a lot of research and brainstorming, the team created “Jazz Rising Stars” — a Jazz initiative that would scout, nurture and showcase grass-root cricket talent on a national and international level. It would be an ambitious project, but big dreams lead to big accomplishments.

‘By expanding the scope to all tiers and elevating the role of the activation to enable untapped talent to play professionally and even internationally, Jazz Rising Stars was to the first Jazz experience intended to bring value and positive change in to all of Pakistan and live out its brand ideals,’

For the youth playing cricket in streets across Punjab, this was their opportunity.

The talent hunt would begin with trials throughout eight districts in Punjab. The prize would be a chance to compete on the international stage in Australia, and possibly earn a spot on the Qalandars’ pro squad. Indeed, the Jazz Rising Stars talent hunt was designed to give people the chance to become a cricket star.

“For the youth playing cricket in streets across Punjab, this was their opportunity,”

Rising Stars and the dreams of a nation

With the plan established, it was now time for Jazz and the Lahore Qalandars to start their campaign. This would require making a strong emotional connection with participants and viewers.

“The beauty of this brand activation was that it was built around a strong message: To empower the people. For Jazz, it was about giving back to society first and foremost,”

To generate interest in the campaign, Jazz highlighted this idea of empowerment, using an integrated approach to reach the people. From regional print ads and billboards to social media and digital marketing, the team’s online and offline message struck a powerful chord.

Originally, the team at Jazz projected 5,000 people per district would participate. When the trials began, they quickly found out they underestimated the power of cricket.

“We had an average of 14,000 participants per district, with a total of roughly 112,000 participants,” It became the world’s largest grassroots cricket talent hunt! We thought the summer heat would keep folks inside, but it didn’t!”

Over the course of 24 days, youth throughout Punjab put their cricket skills to the test, with the hope of getting the chance to join the Pakistan Super League (PSL).

Unique talent like the world’s only ambidextrous fast bowler Yasir Jan was discovered. From the trials, top talent was selected by cricket legends, Aqib Javed and Mudassar Nazar. Eight district teams were formed and competed during amazing matches held at Qaddafi Stadium attended by dignitaries, celebrities and journalists. The entire country of Pakistan watched on the edge of their seats.

How one cricket talent hunt transformed countless lives

Throughout the Rising Stars trials, Jazz and the Lahore Qalandars had to make tough decisions.

“Throughout the tryouts, it was scorching hot, and the actual chances of making the final team were very low. But so many people still came out,”

For the team at Jazz, Rising Stars began to teach them a lot. By fulfilling their promise to Pakistan, they had become inspired themselves.

“The trials, which involved a rigorous selection process, really showed us the resiliency of Pakistan as a nation. From fruit sellers to sanitation workers, all sorts of young people were willing to sacrifice a lot to grab this opportunity. There was no thought of giving up. Their determination was incredibly inspiring.”

The team at Jazz was also surprised to see how the campaign had captivated the country. Its impact extended beyond the cricket ground.

“People became deeply emotionally involved in Rising Stars,” “And all of a sudden, these cricket players had become the heroes of the nation. The stories of these young people touched the hearts of Pakistan.”

These youngsters’ journey did not end there. The top thirty have been taken under the wings of the National Cricket Academy, the best sixteen were flown to Australia to play against the Sydney Thunder and Sydney Sixers and best of all, the top four, Usman Qadir, Saif Badar, Mohammad Irfan and Ghulam Mudassar were part of the Lahore Qalandars squad for PSL 2017.

Yes, they have become PSL stars. This wouldn’t have happened without Rising Stars.

For the team, the great feedback they’ve gotten from the country has been motivating. It’s why they’ll continue to use cricket to transform lives in Pakistan and push towards a better tomorrow.

Rising Stars and the future of Pakistan

Rising Stars now belongs to the nation. The next time Jazz organizes the cricket talent hunt, it will involve all of Pakistan. It will be incredible to watch — if you don’t decide to compete for a chance at cricket glory.