Ants has bagged the creative duties for the Indian Premier League's Kolkata team, the Kolkata Knight Riders. There was no formal pitch for the process.
The music video for Kolkata Riders, called Korbo Lorbo Jitbo re, has been produced by Red Chillies Productions, which also produced the Hindi movie, Om Shanti Om. Because Marching Ants did the marketing campaign for Om Shanti Om, the creative duties for Shah Rukh Khan's (SRK's) Kolkata Riders came directly to it.
Marching Ants highlighted the strengths of the team, including virtues such as courage, honour, passion and glory. The punch line of the team, Korbo Lorbo Jitbo re, was conceptualised as an integrated effort between Marching Ants, Red Chillies and SRK.
The media mix for the brand includes TV commercials, print, outdoor advertising, Internet and on-ground activities. The print and outdoor campaigns are slated for launch in a week's time. The campaign will highlight how the other seven IPL teams should look at the Kolkata Knight Riders. The TVC for the team has already been launched early this month.