Rajasthan Royals looks for creative partner

By Shibani Gharat , afaqs!, Mumbai | In Advertising | November 10, 2011
The IPL team is on the lookout for a Mumbai-based creative agency for this season of IPL; the search for a media agency will begin soon.

Indian Premier League (IPL) cricket team Rajasthan Royals (RR) is on a hunt for a Mumbai-based creative agency for the forthcoming season of IPL. Confirming the news to afaqs!, a source close to the development has revealed that RR is already in talks with a few Mumbai-based agencies.

The team's keen to have Mumbai-based creative partners as the head office of the IPL franchisee is based in Mumbai. The search for a media agency will follow on the footsteps of the selection of a creative agency.

The incumbent agency for RR is Quadrant Communications.

The spends on the media for this financial year could not be ascertained at the time of writing this report. This year, the team is planning to focus more on digital and on-ground activation, especially during the early stages.

As the season approaches, the focus will shift to a mass media campaign. Hence the owners of the IPL team are looking for a creative partner to provide a 360 degree solution.

In fact, the on-ground activation has already started in Jaipur, with RR partnering with the Jaipur-based Sanskar School in the 4th Kanni Thahryamal Tournament 2011, an annual inter-school cricket tournament (November 9-December 3, 2011), at Jaipur's Sanskar School ground. As a part of this initiative, RR stalwart Rahul Dravid will be present for the finals on December 3.

The Rajasthan Royals is an inaugural member of the IPL, and the team is co-owned by Bollywood star Shilpa Shetty. The team is captained and coached by Australian cricket star Shane Warne.

The team is known for its Halla Bol slogan that was initiated in the very first season of IPL.

On November 8, Jaipur IPL Cricket appointed Zzebra Sports to manage all communication and public relations activities for its team RR.

In the previous season, RR had appointed Chocolate, the design and digital agency, as its creative partner for its strategic design and digital duties. Chocolate is the Indian strategic design arm of the UK-based Photolink Creative Group.

Following the appointment, a minor change in the logo on the jersey, as well as a re-design of the website had taken place.

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