The document outlines a relaunch strategy for the Chennai Super Kings cricket team after a two-year suspension from the Indian Premier League. The strategy focuses on keeping the team's brand personality and visual identity while modernizing elements. It involves using nostalgia in 2017 communications and expanding to above-the-line advertising in 2018. Segments of emotional, logical, and indifferent fans are identified along with campaigns to engage each group and increase the team's national following as India's favorite IPL team. Metrics like brand value, revenue streams, and governance are discussed to climb brand finance rankings.

1. RETURN OF THE PRIDE: RELAUNCH STRATEGY
T H E K I N G S S E T T O R O A R A G A I N
TEAM ARGONAUTS
MICA, AHMEDABAD
Ayushi Mona | ayushimona16@micamail.in | +91 75069 33585
Rahul Dubey | rahuldubey16@micamail.in | +91 99727 92792

2. BRAND PERSONALITY & STRATEGIC PREMISE
BRAND PERSONALITY
Fearless entertainers who play to win
Self - Esteem Fire in the bellyHonour
Keep Visual Identity
(Logo, Team Name)
intact due to connect.
Re – do elements like
jerseys, customized
wallpapers, filters,
videos
Crowdsource
moments, taglines and
jersey design.
Use Nostalgia based
campaigns, contests and
social media communication in
2017.
Shift to ATL communication in
2018 with print and TV. Take
CSK Clubs and promotions
with Loyalty Cards and
Activation Campaigns.
Create City Blitz with
coordinated flash
mobs and Street Art.
Leverage 10 years of
IPL with PR activities
around CSK .
Content focused
digital strategy with
focus on the Game.

3. ELEMENTS OF MARKETING CAMPAIGN: FROM HERE TO 2018
2017
2018
Objective: Keep the Momentum Alive
- Social Media Blitz
- Adding Social Media Channels
- Nostalgia Campaign
- Fan Campaign: You Bought Us Back
- Crowdsourcing Campaign: Super King Spotted
Objective: Engage fans/audiences & Build Brand Value
- Above the Line Campaign: Reiterating previous glory
- Alliance and Partnerships: Video On Demand/ Streaming
Platforms
- VR Videos and games for Members
- Kings Club Extension
- CSK Loyalty Programme
- City Blitz (Street Art, TaxiArt and Flash Mobs)

4. FAN SEGMENTATIONKnowlege
Excitement
Sports Fan
Cricket Fan
Winning Side Fan
Statistician Fan
Loyal Fan
Critical Fan
Hollow Fan
Star’s Fan
Using the
Argonaut
Matrix,
We group fans
into three
categories:
- Emotional
- Logical
- Indifferent

5. BRAND PERCEPTION AND ENHANCEMENT
Emotional fans admire CSK either
due to the local/Chennai connect or
respect CSK due to its associations
with great performance and players.
Emotional fans who are social media
enthusiasts are the sweet spot we are
targeting with our 2017 campaigns.
Modes of engagement:
- Contests (Fan Videos, Dubsmash
your favourite player)
- CSK Loyalty Card
- Crowdsourcing new jersey design
- FB profile badge
Logical fans are CSK fans due to its
consistency and repeat finalist
status.
Statisticians/ Critical fans look up to
CSK to outdo competition and stick
to the game.
- Using Twitter to participate in all
Cricket stats/ events to stay
relevant to the information
oriented fan
- Run online competitions on
Facebook and Twitter – 3 Winners
get to spend a day each with a
CSK player they want. Eg:
BringDhoniBack
- Engage via Mobile Marketing
Indifferent fans are swayed very easily. It is
easiest to connect and convert these fans
during the IPL Season. In – Stadium
Activations, large campaigns and freebies
are suitable for these segment. There is little
scope of reaching out to them prior.

6. NEW BRAND VISION TO INCREASE REGIONAL FOLLOWING:
INDIA’S FAVOURITE IPL TEAM
2017
- Distribute CSK jerseys at Chepauk in 2017 for all matches at Chennai &
run player interactions pan India
- Build training centers at grassroots
- Strengthen social media presence by adding Instagram & SnapChat.
Create Local Fan Pages: #WhistlePoduinAhmedabad
2018
- Take KINGS Club to non IPL cities eg: Kanpur, Ahmedabad, Bhopal
(as per FB Fandom trajectory).
- Use Social Media Listening Tools to analyze fan sentiment
- Generate vernacular content
- Build CSK Loyalty Card: A card for pan India fans that allows discounted
rates at Chepauk, freebies, special interactions, fan promos etc.

7. CAMPAIGNS FOR RE LAUNCH AND ACTIVATION
Nostalgia: Once A King,
Forever A King
Fan:
1. You Bought Us Back
2. Super King Spotted
2017:
- Social Media Contests such as GIFs Contest
- Fan Pre Launch Video Contest
- Selfie/ IPL Groufie
- Polls: Which CSK player would you like back?
- Special Merchandise
- Partnership with F&B, sports bars etc.
2018:
- Identify CSK fans who petitioned for Save CSK and
give them free entry for the opening match
- CSK Fan Jersey Design Contest
- Fan v/s Players Match for Charity Purposes
- Engage in online in-game fan engagement, post –
match polls as well as Stadium engagement
- Media Tie – Ups with local pan India radio
channels and hyperlocal partners

8. NATIONAL ATL CAMPAIGN: WINNING KING - SIZE
Objective:
To assert that it is time for cricket again
TG: Cricket Fans, Detractors, Critics,
Loyalists
Focus on return of true cricket
with return of CSK. Focus on
new squad but old values
Along with Print, Radio and TV Promo, use
a #PaintItYellow Strategy for social media
with a focus on CSK and other Apps,
social media sites etc. Avail programmatic
buying for cost effectiveness.

9. BRAND FINANCE FRAMEWORK: CLIMBING THE RANKS
Brand Value Creation
Cricketing Excellence Corporate GovernanceMarketing Excellence
Revenue Stream from Broadcasting, added channel partners (CSK
matches have higher viewership)vd
Strengthen Team Sponsorships and look at strategic partnerships
Add revenues from Merchandising, CSK Loyalty Card and expand
CSK App, Pan India Kings Club outreach and gaming app
downloads
Have a Social Media Audit Team to keep brand erosion in check.
Use Facebook shadowing and social listening tools to understand
fan sentiment.
Difficult to ascertain cricketing excellence, bench strength &
performance due to updated squad.
In – Stadia and Fan Campaigns with new media tie - Ups
Strong governance and management with cricketing background

10. ANTICIPATING DISSONANCE
Building ATL strategy around cricket, not stars. Banking on
CSK’s sports – centric not star – centric legacy
• Emotional Fans:
Creating fan led noise & energy via
social media and event interactions
to generate and sustain excitement.
• Logical Fans:
Committing to cricket with apps,
knowledge posts and pure cricket
focus rather than distractions
• Indifferent Fans:
Bringing them on board with large
scale excitement by ATL and 10
Years of IPL.

11. THANK YOU

12. NOTE:
Sources:
- Brand Finance Report
- Euromonitor
- comScore
Images sourced from fan blogs.
Font used not under license agreement.