Kolkata Knight Riders
KKR Rides Again
We first worked with Kolkata Knight Riders (KKR) in 2011 when we refreshed the cricket team’s brand identity and developed the winning campaign, ‘New Dawn, New Knights’. The brand refresh proved successful with KKR winning its first Indian Premier League (IPL) title win shortly after.
This year, we were briefed to create a new season 2013 marketing campaign to excite and motivate KKR’s loyal fans and attract new ones. We created a campaign that would emphasize the essence of the team – ‘Korbo, Lorbo, Jeetbo’ – Bengali for “we will do it, fight for it, win it” and delivered a new strapline – “One Team. One Pledge” – to headline the campaign. The colour, typography and ‘rays’ that became familiar in 2012 have been retained in the 2013 campaign to build brand awareness and recognition.
This multiplatform campaign will launched on April 1st 2013 and was rolled out internationally online, in print, outdoor and across stadiums and merchandise.Download PDF