Razorfish India has been selected as online partner for Future Group’s Pro Kabaddi team, Bengal Warriors. With Future Group’s Bengal origins, association with the Bengal Warriors team was a natural extension. This love for the state seems to have played a role in their choosing Razorfish to manage their digital account as well.
Sandip Tarkas, President Future Group said, “Razorfish is one of the best global digital agencies and the team also has a deep understanding of the Indian consumer. What aided the decision was that many of the Razorfish team members know Bengal intimately and have indulged in playing some amateur kabaddi!”
Aside from their experience in the digital space, this love of Bengal and the sport will aid Razorfish in better understanding their client and the audience.
“We are delighted!” said Charulata Ravi Kumar, CEO Razorfish India. She went on to add, “When we met the Future Group team that manages Bengal Warriors, it was like every meeting was an immersion into the sport... like we were actually playing it. There is high passion and involvement from both sides. At Razorfish, we believe we co-own the team.”
Razorfish has already created the “Amra Dekhiye Debo” (We Will Show Them) campaign which resonates with the team’s spirit of camaraderie, challenge and combative determination to oust its opponents. The campaign will be amplified through various digital platforms throughout the Pro Kabaddi League.