Connecting Delhi fans with their IPL team
The capital based IPL Franchisee owned by GMR (an Infra major) had a couple of lean seasons and needed to be repositioned to de-couple the brand from the on-field performances.
We worked on the “Dil Dilli” campaign building the brand on the association with the city rather than just the team.
We had the mandate to manage the brand 360 degree across offline and online media during and post season.
The FB handle grew by 30% YOY. Instagram handle was launched and reached 500K followers in the first season.
Key objective was to keep the captive audience motivated, and manage backlash during weak performances.
Post season, the brand was expanded to their Sports Bar, School franchise, Corporate Cup, Grass root academies around the NCR and even local maidans to expand the Dilliboys brand of cricket.
The brand was further developed to be relevant in their second home of Raipur.