In the month of October, 2022, we received a mandate from MPL Sports, the then kit partner of the Board of Control for Cricket in India (BCCI), to work on a campaign based on the launch of their new t20 Jersey. 

#HarFanKiJersey is an ode to all kinds of Indian cricket fans from all over the world, uniting to support their team. It celebrates the fans who take over gullys, stick to their rituals, and paint their faces before entering stadiums. These fans go the extra mile with their above and beyond spirit with undying love and support for the game.

As content lead for the campaign, my team and I initiated a marketing plan involving a microsite, off-ground activations as well as influencer collaborations apart from regular content for the page. 

We started the campaign by creating a microsite with a blank jersey. The task? Make every die-hard cricket fan come forward with their story for the sport. Every 10,000th entry revealed a part of the jersey, eventually bringing it to life on the launch day. And that’s when the magic happened. We received over 30k messages in two days! The jersey was finally launched on September 18, 2022, through a hologram projection at Bandstand, Mumbai. We were proud to curate content across various social media platforms of the BCCI and MPL Sports. In total, we gained a collective reach of over 26 Million.

Watch - #HarFanKiJersey - Types of fans

Some of our content was also seen on BCCI's official Instagram page.

I am grateful to the team at Think Tree Media House (Mayur Tekwani, Hugh Loren, Trina Gupta, Ashwin Prasad, Nagaraj Phoolabhavi, Radhika Sehrai, Aditya Bhat, Vijan Gurung, Tejas Nair and Kiran Keshav) and Mobile Premier League (MPL).