Project Description
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Client Kolkata Knight Riders
Project Marketing Communication
New Dawn, New Knights
New Dawn, New Knights
Challenge
To create a launch campaign for the newly branded Kolkata Knight Riders for the IPL 5 season, covering the home city of Kolkata, exterior and interiors of Eden Gardens, VIP lounges, concourse and all team spaces.
Interpretation
We decided to center the communication around the theme of Change. With the introduction of a new identity, new players, new coaches, the communication sharpened focus on the newness with clever communication that put a spotlight on this changed and potentially winning team.
Solution
A multi-layered communication was devised around the core theme, to target the cricket-crazed city of Kolkata, the fans at the home-ground Eden Garden and the players as they entered their ‘Knight’s Arena’.
