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RCB collaborates with Naukri to hire a 'Fan-In-Chief' in its latest campaign
The entire activity and content is conceptualised by Danish Sait.
Royal Challengers Bengaluru (RCB) has teamed up with Naukri to recruit its ultimate 'Fan-in-Chief' through a quirky and hilarious selection process that gets hosted as a fun 7-episode Instagram video series. The activity kicked off with RCB posting the Fan-In-Chief “Job” on Naukri.
The first phase saw over 100,000 fans apply for the job and now the video series promises to chronicle the auditions and selection criteria tasks in a comical manner, and ultimately revealing the chosen fan in chief. The idea was creatively constructed by Burman Sports and Naukri. It was brought to fruition via RCB’s expansive reach and distribution of their digital assets, players and scripted, directed and conceptualised by Danish Sait.
“Doing content with or for RCB is always a pleasure for me because A) I am a fan B) the franchise has such immense faith in the creative process that it lets one be free. Naukri as well has had such an open minded approach to the whole journey that my team and I truly enjoyed penning this one down”, said Danish Sait.
The job description is anything but conventional, emphasising skills such as crafting quirky chants that rhyme with player names (like Mahipal Lomror), and possessing adequate forearm strength to shake Virat's protein shake. With humour as the cornerstone, the campaign aims to engage fans at every turn.
As the campaign goes live, Shail Gaurav, EVP and head of marketing- Naukri, said, “We wanted to tap into the T20 craze in a fun way but with an idea that could uniquely, unmistakably, only be from Naukri. Finding the sweet spot between our core proposition “Jobs” and T20 with a partner like RCB is what makes this so special & resonant with the younger audience base”
More than 100k job applies and hundreds of fan reels bombarding @naukridotcom displaying their undying passion and loyalty towards their favourite team.
“We are delighted to partner with Naukri for this innovative campaign. This collaboration offers fans an exciting opportunity to engage with RCB and we are looking forward to a successful association together”, commented Rajesh Menon, vice president and head of Royal Challengers Bengaluru.
"Rather than offering Naukri a conventional sponsorship deal, we presented an innovative concept aimed at resonating with fans while upholding Naukri's value proposition. Kudos to the team at Naukri for playing bold”, added Shiv Burman, founder, Burman Sports.