Emphasizing the high-stakes “all or nothing” format of the event, the International Cricket Council (ICC) has kicked off its promotional drive for the Men’ 2025’s Champions Trophy. Every result directly affects qualification, so the competition will feature the top eight teams from all over the world competing in vital must-win games.

Featuring a powerful promo with MS Dhoni, who captained India to victory in 2013, the campaign establishing the tone for the next competition is driven by the slogan &’Har Match Do-or-Die&’. Famed for his usually cool composure, Dhoni assumes a seldom seen, intense part in the advert in line with the high-pressure, tense atmosphere of the Champions Trophy.

Sweating from the great pressure, and a visual image representing the fierce rivalry, Dhoni starts the promo in an ice-filled bathtub among a snow-covered background. The advertisement’s cool but poignant words, “Ek bhai match mein phisle, mantra se nikle,” point strongly to the unforgiving quality of the competition.

Thinking about the Champions Trophy, Dhoni said, “The ICC Men&’s Champions Trophy has always been a special event for me; it is here that the best all around the globe face off in high-stakes, life-or-death games. Players can handle the pressure on-field, but supporters’ excitement and anxiety are off the charts. Partaking in this movie was nostalgic, but I am excited to engage with viewers and see every game like one of them this time around.”

Captaining India, Rohit Sharma will start their Champions Trophy on February 20 in Dubai, followed by a well-publicized match against Pakistan on February 23 and another meeting with New Zealand on March 2. On February 19, the competition will begin; the last is set for March 9.