The International Cricket Council (ICC) on Friday launched ‘Whatever It Takes’, a campaign designed to build excitement and anticipation for the upcoming ICC Women’s T20 World Cup scheduled for October 3-20 in the United Arab Emirates (UAE).

Showcasing the dedication, focus, and relentless pursuit of excellence that defines the world’s best cricketers, the campaign provides fans a glimpse into the efforts undertaken by players as they prepare to take their place on the world stage.

The ‘Whatever It Takes’ campaign comprises a series of films featuring a trio of world-class cricketers—India captain Harmanpreet Kaur, Sri Lanka captain Chamari Athapaththu, and India’s Shafali Verma—each renowned for their talent and commitment to the game. Through powerful visuals and inspiring narratives, the campaign captures the essence of their journeys, revealing the sacrifices made, the challenges overcome, and the self-belief that drives them towards greatness.

From gruelling training sessions to intensive competition on the field, ‘Whatever It Takes’ embodies the sacrifices that cricketers make in their pursuit of being crowned world champions. It underscores the understanding that success at the highest level is not merely a product of talent but the result of dedication, perseverance, and an individual’s determination to break boundaries.

ICC General Manager: Marketing and Communications, Claire Furlong, said the campaign adds to what promises to be a spectacular tournament.

“The ICC Women’s T20 World Cup is the pinnacle of the T20 format, and we’re looking forward to having the world’s best players on display in Dubai and Sharjah throughout October. The ‘Whatever It Takes’ campaign embodies the spirit and objectives of the ICC’s Women’s Cricket Strategy, which aims to grow the women’s game by improving its visibility, perception, and awareness for cricket fans around the world," said Furlong.

“We are committed to delivering a world-class event that will usher in a new generation of heroes while providing fans with an unforgettable experience on every match day. ‘Whatever It Takes’ is not just about who lifts the trophy at Dubai International Stadium on October 20; it is about the journey, the sacrifices, and the pursuit of greatness. It is about inspiring a new generation of cricketers, dreamers, and achievers," she added.