IPL: Marching Ants in support of Kolkata Knight Riders

By , agencyfaqs!, Mumbai | In Advertising | April 09, 2008
The print and outdoor campaign is slated for launch in a week's time

Marching & #BANNER1 & # 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.

Dhritish Ghoshal
Dhritish Ghoshal, director, business and marketing, Marching Ants, says the brief was to position the team as a brand that matches the aggression of its players, among them Ricky Ponting, Sourav Ganguly, Chris Gayle and Ishant Sharma. The aggression had to be portrayed as a controlled aggression with the attitude, 'Winning is everything', and focusing more on the game doing the talking for the team.

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.