Rediffusion DY&R has bagged the creative duties of Vijay Mallya’s Indian Premier League (IPL) team, Bangalore Royal Challengers. The win comes following a multi-agency pitch. The size of the business is estimated in the region of Rs 8-10 crore. The media duties of the Bangalore Royal Challengers would be handled by Mindshare.
Debashish Shyam, AVP, Marketing, United Spirits Ltd (USL), said, “We have a winning team with the right mix of youth and experience. We want a communication that will build support for the team not just in Karnataka but all over the country. Rediff will work on building the team’s identity, which will require 360-degree communication.”
Elaborating on the communication plan, Minakshi Achan, EVP-South, and Executive Creative Director, Rediffusion DY&R, said, “This is an exciting new category to work on, which is both a challenge and an enjoyable experience. We are involved in creating a unique identity for the team that would include a brand name for the club, designing uniform, logo, kits, besides a music video, TVC and other BTL activities.”
She added, “The highlight is to bring to fore the line-up of stars of the team that is spearheaded by Rahul Dravid and includes Anil Kumble, Martin Crowe and Zaheer Khan, among others.”
Currently, Rediff is working on a music album with director Sanjay Gupta of ‘Kaante’ fame directing it. Dr Mallya also features in the music video.
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