Kolkata Knight Riders retains What Works for video content duties

What Works will ideate and execute video content strategy across platforms in line with KKR’s other marketing plans

e4m by exchange4media Staff
Published: Mar 29, 2019 2:03 PM  | 2 min read
KKR What Works

What Works, a video content agency and production company, has won the video content mandate for Kolkata Knight Riders, the two-time champion franchise team of the Indian Premier League. What Works has been retained after their successful stint with KKR last year and is tasked with creating engagement and affinity for the very loved cricket team on the digital medium with content assets created for different platforms.

As part of the mandate What Works will ideate and execute video content strategy across platforms in line with KKR’s other marketing plans. The agency has deployed video producers, cinematographers, editors and a full backend team with edit setups including graphics and animation support to execute over 300 video content pieces during the IPL this season. At the same time What Works will also be producing all the branded, sponsor led and merchandise promotional videos for the franchise.

"Content is a major driver in our overall marketing strategy and What Works plays an instrumental role in producing world-class content around the team. Last year KKR garnered more than 100 million views on social media platforms, which was the highest for any IPL team and we hope to cross new benchmarks this year as well”, said Venky Mysore, CEO, Kolkata Knight Riders.

Speaking on the association, Imran Shamsi, Founder of What Works, said “We are super excited to be working with KKR for the 2nd time in a row. We, at What Works, are ardent fans of KKR and feel fortunate to bag this account. The brand of KKR enjoys such affinity in the digital media space that it gives us tremendous scope to innovate, build further affinity and take the engagement with the fan base to the next level. The team at KKR believes in the power of the digital medium which is in perfect sync with our philosophy of creating out of the box content to deliver impact.”

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