#ZorLagao
"Fans don't want to be sung to. They want to hear themselves in the song."
How does a broadcaster turn a country's tweets into the actual soundtrack of a tournament?
Champions Trophy 2013. Fans were pouring support for Team India onto social platforms, tweet by tweet. Every broadcaster was manufacturing anthems at the audience. Very few were making anything with them.
Fans don't want to be sung to. They want to hear themselves in the song. A hashtag with enough gravity can become a lyric sheet.
The ZorLagao Anthem — a track written from fans' own #ZorLagao tweets for Team India, then produced and released as the tournament's rallying song.
Tweets tagged #ZorLagao were curated in real time and stitched into lyrics. Musicians scored and performed the track. The finished anthem was pushed back out across Star Sports' on-air, on-ground and social surfaces — with the country credited as co-writer.
A fan-authored anthem that outperformed its budget on cultural share of voice, and a #ZorLagao playbook Star Sports returned to across future tournaments.