Shah Rukh Khan stars in new war cry for Team KKR
Created by the DDB Mudra Group, KKR’s latest anthem #KKRHaiTaiyaar shows die-hard fans gearing up for the 2018 IPL
The Kolkata Knight Riders (KKR) is defined by its ‘Karbo, lorbo, jeetbo’ (Play, Fight, Win) spirit and has won the IPL championship trophy twice.
Created by the DDB Mudra Group, KKR’s latest anthem #KKRHaiTaiyaar shows die-hard fans gearing up for the 2018 IPL season. Featuring Bollywood celebrity and team owner- Shah Rukh Khan, the anthem has been crafted to give KKR and its fan-base a distinct, symbolic action in the form of a “fist pump”, which has the potential to become a ritual during every KKR match. The lyrics give the team’s decade-long war cry - ‘Karbo, lorbo, jeetbo’ a new spin.
Backed by a strong media strategy, the campaign is being showcased across television channels, radio, digital and print. In the print campaign, the players are shown coming out of molds, to emphasize their readiness. On digital, the anthem has more than 1.9 million views and 21K shares on the brand’s Facebook page alone, since its launch on April 6, 2018. Venky Mysore, MD & CEO- Kolkata Knight Riders, said, “Every year our marketing embarks on a research and insight backed exercise that aims to find the pulse of our fans to arrive at a tagline that rings most true to KKR. This year, along with the creative team at the DDB Mudra Group, the team has come up with #KKRHaiTaiyaar; which truly signifies the mood at our camp. The knights are ready for every challenge and a promise to give their best to the sport!”
Rahul Mathew, National Creative Director, DDB Mudra Group, said, “KKR has always prided itself on being more than just a team. KKR is an attitude. And you see this attitude in every aspect of their game; be it the auction, the training, the selection, the strategy, the execution of it, their victories and even their losses. Which is why, the KKR fan base spills far and wide outside of Kolkata. Because while Kolkata maybe in the name, the spirit of the Knight Riders is something everyone relates to. It’s this very spirit and attitude that we’ve captured in the work and in our call to arms #KKRHaiTaiyaar.”
Agency: DDB Mudra Group
Creative team: Rahul Mathew, Ashish Phatak, Siddhesh Khatavkar, Vilsen Gonsalves, Gunjan Gaba, Akshay Shinde, Vikas Gaur, Savya Narang, Prasad Gudhate, Gaurav Kumar, Aishwarya Likhite, Bhumika Singh
Account Management team: Rajiv Sabnis, Sanjay Panday, Mousumi Haldar, Srikusum Rai, Nesline Pinto
Account Planning team: Amit Kekre, Toru Jhaveri, Natasha Bohra, Nandan Majumdar
Films team: Vishal Sane, Siddhi Bhopale
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