Indian cricket team Kolkata Knight Riders unveils new marketing campaign with Lambie-Nairn


By Ishbel Macleod, PR and social media consultant

March 22, 2013 | 2 min read

Indian cricket team Kolkata Knight Riders (KKR), part owned by Bollywood star Shah Rukh Khan, has unveiled its latest marketing campaign, created by Lambie-Nairn.

The campaign introduces a new strapline “One Team. One Pledge” along with the Bengali phrase ‘Korbo, Lorbo, Jeetbo’ (“we will do it, fight for it, win it”).

Sophie Lutman, creative director at Lambie-Nairn, said: “We were briefed to create the 2013 campaign to excite and motivate the team’s loyal fans, and to help them attract new fans. As there will be other IPL campaigns running at the same time, we knew that our solution needed to be bold enough to cut through the noise around the start of the cricket season.

“It has been a hugely enjoyable experience to build on our working relationship with KKR. Lambie-Nairn has a long heritage within the sports sector and the opportunity to expand our expertise to cricket and India has been very rewarding. We wanted to harness and reflect the energy and excitement of KKR’s fans.”

The colour and typography from previous campaigns is being retained to increase brand awareness and recognition.

Venky Mysore, CEO and MD of KKR, said: “We are excited about the upcoming season and I believe that one of the most important reasons for the success of KKR is that everyone believes in the “Team KKR” concept – no individual is bigger than the team. Our new theme – “One Team. One Pledge.” is consistent with this philosophy as well as KKR’s continued commitment to the promise of “Korbo Lorbo Jeetbo”.

The multiplatform campaign will be rolled out internationally online, in print, outdoor and across stadiums and merchandise.

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