Sonata celebrates the spirit of sportsmanship with new digital campaign
The multi-film campaign by DDB Mudra portrays the true fans of CSK who support and express their love for the team throughout the year
Sonata, the official merchandising and licensing partner of Chennai Super Kings, celebrates the spirit of sportsmanship and the ultimate fans of CSK with its digital campaign ‘Once a Fan, Always a Fan’. The multi-film campaign portrays the true fans of CSK who support and express their love for the team throughout the year, irrespective of when the IPL is happening, where the IPL is happening, or if the IPL is happening.
With the IPL being held in UAE, most of the CSK fans who display their fervor every year at the stadium and at local gatherings would be restricted to their homes this year. The objective of this multi-film campaign is to engage and lift the CSK fans’ spirits. The products on the other hand with their affordable price range are an ideal accessory for stadium fashion as well as a great companion for the audiences viewing from the homeland.
The three digital films released in two languages Tamil and English on Sonata’s social media handles depict how fans are ready to indulge in the IPL Fever and show some #Yellove with Sonata’s CSK collection.
We see the characters of the film busy with their day to day activities while wearing their Sonata X CSK collection watch. While doing their work, they notice their respective watches and unknowingly slip into the fan moment of them as players of the CSK team and enacting some iconic and historic cricket moments. Suddenly they cut into the reality and Super reads - Once you are a fan, you are always a fan. Show some #Yellove with Sonata’s CSK collection.
Speaking about the campaign, Subish Sudhakaran, Marketing Head Sonata, Titan Company Limited, adds “Our partnership with CSK has seen great traction among the fan base across the country last year. This season is special for many reasons for CSK fans – from the uncertainty of IPL happening to watching the matches at home in the middle of the pandemic. Sonata as a brand wants to be a part of this journey with all the fans and this campaign revels in the game, the teams, and the spirit of ‘once a fan, always a fan’.”
Vishnu Srivastav, Regional Creative Head - Advertising and Digital from DDB Mudra Group shares, “According to us, there are IPL campaigns and then there are CSK campaigns. We really wanted to build our communication on the special relationship that CSK fans have with their team. Just like the CSK range of watches from Sonata, we wanted to connect to their hearts, with great emotion and regional relevance.”
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