Kolkotta Knight Riders 2014 by and then

Innovating for growth
Wednesday 20 November 2013

WE BELIEVE EVERY PROBLEM IS AN OPPORTUNITY.
AND THEN IS AN INDEPENDENT, BRAND & RADICAL INNOVATIONS
COMPANY, BUILT AND OPERATING SUCCESSFULLY IN INDIA SINCE 26TH
JANUARY 2008.
AS A STRATEGICALLY DRIVEN, CREATIVELY LED, AND TECHNOLOGY
FRIENDLY COMPANY, WE LIVE AND WORK AT THE INTERSECTION OF
TECHNOLOGY, BRANDING, ART PRODUCTS, NEW MEDIA, INTEGRATED
MARKETING AND INNOVATION.
WE LOVE BUILDING SYSTEMS.
WE ARE BUILDING OUR OWN FUTURE READY THINKING SYSTEM, THE AND
THEN COLLECTIVE INTELLIGENCE NETWORK. MEANT TO BRING TOGETHER
THE POWER OF INDIVIDUALS AND ORGANISATIONS ACROSS THE GLOBE,
WITH CAPTIVE KNOWLEDGE AND EXPERIENCE ACROSS CULTURES,
INDUSTRIES AND ECONOMIES.
WE SEE AND SEEK SYNERGIES.
SOME CLIENTS COME TO US LOOKING FOR HELP FROM THE GROUND UP.
SOME WANT US AT A POINT ALONG THEIR MARKETING CHAIN. SOME SIMPLY
REQUIRE EXECUTION BASED ON THEIR EXISTING STRATEGY.
FOR OTHERS, WE ARE AN INDIA BASED, GLOBALLY AWARE, FULL-SERVICE,
BOLT-ON MARKETING AND COMMUNICATIONS DEPARTMENT THAT OFFERS
OUTSIDE PERSPECTIVE AND INSIDE KNOW-HOW.
AND THEN - INNOVATION PARTNERS

2014 brand campaign project

OUR PROCESSES

AND THINKING
AN EVIDENCE
BASED CONSULTING
AND INNOVATION
PROCESS
DISCOVER
CREATE
IMPLEMENT

Our process begins by creating a road
map for brand growth, based on brand
vision, values and audience behaviour.
We start by exploring the Audience
need, followed by identifying the
Market gap and finally creating the
opportunity for the brand in the eco-
system.
AUDIENCES
BRANDMARKET
AND
SIGHT
AND SIGHT
© AND SIGHT

Our Innovation Thinking process.
Simplify brand vision to find emotional
connections with audiences.
Unify the touch points to build innovative
designed experiences.
Monetize the consumer relationships
through process, service, product, business
and communication innovations.
Simplify
UnifyMonetize
S.U.M.
TOTAL
INNOVATION
S.U.M. TOTAL
INNOVATION
© S.U.M. TOTAL INNOVATION
S.U.M. TOTAL INNOVATION - bridges the
brand vision and audience perception gap.

Media Neutral innovation delivery
process for high impact EARNED
MEDIA returns.
It translates ‘business vision’ into a
full multi-disciplined and multi-
layered brand, building a user-
centric consumer journey that
delivers the brand vision through
tangible experiences through
efficient media vehicles.
BRAND CURATION
© SUM TOTAL INNOVATION

THE BRAND BRIEF
- SHIFT_
FAN LOYALTY FROM PLAYERS TO
BRAND KKR

KEY BUSINESS
OUTCOMES
- ACHIEVE A SELL OUT FOR EVERY KKR
HOME GAME
- BETTER REACH AND RECALL FOR THE
SPONSORS WITH ACTIVATION BENEFITS
- INCREASE FAN FOLLOWING ON THE
KNIGHT CLUB, AND OVERALL RECALL
OF BRAND KKR

PAST INITIATIVE

CURRENT INITIATIVE

Movement 2014

RE-INTERPRETING
THE BRAND BRIEF
DISCOVER
-CONNECT WITH THE MOOD
OF KOLKOTANS
-INCREASE BRAND OWNERSHIP
AMONG FANS

THE
AND THEN
APPROACH
THE REAL ESSENCE AND VALUE OF
THE BRAND-LED INNOVATION PHASE
LIES IN TAKING YOUR BRAND
SERIOUSLY:
‘if this is what we promise with our
brand, this is what we should deliver
on that promise.’

AUDIENCE
AND SIGHT
MILLIONS OF FANS, HAVE MILLIONS
OF THINGS TO SAY.
MILLIONS OF UNHEARD VOICES, NEED
A PLATFORM.
AND
SIGHT

MARKET
AND SIGHT
MORE TALKING THAN DOING BRANDS.
AND
SIGHT

BRAND
AND SIGHT
KKR OF THE KOLKOTANS
KKR FOR THE KOLKOTANS
KKR BY THE KOLKOTANS
AND
SIGHT

THE
KOLKOTA
FACTOR
CURRENTLY THERE IS A HUGE MOVEMENT
TO REVIVE BENGALI PRIDE
AND
SIGHT

S.U.M. TOTAL
INNOVATION
FOR INTEGRATED
CAMPAIGN

SIMPLIFYING
STRATEGY
S.U.M.
TOTAL
INNOVATION
TAP INTO THE LATENT NEED OF EVERY
KOLKOTAN FAN TO CONTRIBUTE AND
VOICE THEIR OPINION

UNIFYING
STRATEGY
S.U.M.
TOTAL
INNOVATION
ASK ALL FANS TO SEND IN COMMENTS AND
GOOD WISHES TO ONE CENTRALISED
PLATFORM

MONETIZING
STRATEGY
CROWD
SOURCING
USER
GENERATED
CONTENT
CO-
CREATION
CONTROL OVER CONTENT
REACH
THE MORE PEOPLE YOU WANT TO REACH,
THE MORE YOU HAVE TO LET GO

CREATIVE
STRATEGY

THE PRIDE OF KOLKOTA

PHASE 1:
AWARENESS
1 STATIC: PRINT + OOH + ONLINE DISPLAY
2 MOTION: TV + ONLINE

Video Audio
Film goes in reverse: (Candid handheld shots like rushes from ‘man of steel’.
Candid shifting focus.)
The film opens on the green grassy knoll of Victoria terminal.
It’s dawn & it’s been raining.
The small puddles on the pitch ripple as the drops hit, droplets trickle down the
blades of leaves.
A bat spins in the hands of a young boy.
Camera pans out to show 10 young boys, all in kits, sitting under a banyan tree,
as the rain drizzles on.
Feels like the kids are waiting for the rain to subside.
Cuts to a shoe mounted camera cycling vigorously through the wet streets.
Cut to look of despair on the faces of the boys as older boys start to arrive on
the field.
Cut to the cycle handle. The rider is ringing his bell vigorously to make his way
through.
The others start to lose heart and fiddle with their kits wondering if they should
leave or not, just as they hear the cycle bell.
It’s a girl, in KKR jersey, and she has the ball. Half the team digs into their kit
bag, the rest run to the pitch with wickets in hand, to capture it before the older
boys do.
Film ends with the KKR cap in foreground, on the cycle handle, while we see
the kids busy playing in the distance.
VO: Conversation between a mother & child.
Mother: Ei, kothaye cholli? Ekhono to ondhokaar
(Where are you going? It’s still dark out there)
Mother: Biscuit’er packet ta kiye jaash kintu. Suncheesh?
(Son, please take the pack of biscuits with you. Are you there? Are you
listening?)
Mother: (Calls out) Shona…
Song breaks in:
Jibon khela
Khelte jaabo aajke
Para protibeshi
Pran’er kona
Aajke khelbe shobai
Aamra bangla’r shona
Aamra bangla’r shona
Translation:
Game of life
We will play it today
Friends neighbours
Loved ones
Today we will play
We the gold of Bengal
We the loved kids of Bengal
Bangla’r Shona
(Translation: The Gold of Bengal. While the word ‘shona’ is used to described a loved on or a loved child. So it works both ways)
FILM 1

Video Audio
Film opens in the lanes of Kumortuli (http://en.wikipedia.org/wiki/
Kumortuli)
The clay is getting mixed, as we only see the mud covered hands of the
sculptor.
Cut to someone tying the hay to give the idols shape.
A woman is mixing colours, as we see lots of containers with various colours
already ready to go.
The pottery begins, as we see the various elements of this creation come
together.
Slowly, we see the shape of the idols coming to life. The artisans are making
the team.
They shape the clay, paint the badges & logos on. They style the hair and carve
the shoes.
It’s evening now. The light is low. The tired artisans leave the idols behind, and
turn the lights out.
Cut to a close up of a player. The clay has now dried up and cracked. Camera
pulls out to show the statues are not in the shed anymore, they are in the
dressing room. The clay cracks, as we see the idols coming to life.
The KKR logos on the jerseys begin to glow golden.
Screen fades.
Baul music through out.
VO in a folk song style:
Bhooter raja’r bor
Shopno dekha’r por
Chol re shokhi
Dekhe aashi
Odbhut khela’r ghor
Odbhut shob duniya theke
Dosshu ra shob boshlo benke
Cirket er pitch holo
Mohabharot’er moncho
Aamra abaar nambo mathe
Odbhut khela’r ei odbhut romancho
Translation:
The king of ghosts
Appeared in my dreams
And asked me to go see
This amazing little game
Where strange warriors from stranger lands
Have descended upon the pitch of cricket
It’s not just a game, it’s the battle field of mahabharat
And we will all go there, to participate
In this amazing game, and it’s maddening excitement.
Aamraa Odbhut
(Translation: We are amazing/ We are full of surprises)
FILM 2

Video Audio
Film opens on SRK’s close up. His eyes are closed, he is focusing intently.
Camera pulls back, to show he is levitating.
Fast cuts to the team members in their surroundings. They all seem to hear a
psychic message, as all of them begin to float as if completely weightless.
Cut to SRK slowly transforming into the head knight.
All the players are now flying in a trance. They begin to transform into knights
as well.
Cut to a battle arena of sorts, where all the players descend to fall into a
formation, with SRK in the middle, larger than life. The audience is rowdy, and
they are heckling the team.
SRK puts his knight’s helmet on, so do the rest of the team. A loud thud
catches their attention, it’s the opposition.
Camera pulls out as we see KKR face off with mythical creatures like
minotaurs, Hydra and Orcs.
Logo appears.
Song:
Chaliye jao
Chaliye jao juddho
Banglaa’r naam’e
Obhimaan’er juddho
Gorbo’r juddho
Ostitto’r juddho
Chaliye jao
Chaliye jao
Chaliye jabo juddho
Translation:
Keep fighting
Keep fighting this battle
For the essence of Bengal
Fight for pride
Fight for pride
Fight for your existence
Keep fighting
Keep this fight on
We will keep this battle on.
Juddho Chaliye Jao
(Translation: Keep the fight going/ Keep moving ahead)
FILM 3

PHASE 2:
ENGAGEMENT +
INVOLVEMENT
1 DIGITAL: SOCIAL MEDIA + MOBILE + SMS
2 B.T.L.: ROAD SHOWS + KNIGHT RUN

SHARE YOUR PRIDE
ON _____________
_______________
INTERACTIVE WEB BANNERS
________________________________
click here
KKR TEAM PAGE FEEDS
+ TRENDING KEY WORDS (IMAGES, VIDEOS, TEXT UPDATES)
# KKR + TRENDS + PLAYERS
KKR APP AND SMS SHORT CODE
+

PHASE 3:
AMPLIFY
SHORTLISTED MESSAGES WILL BE:
1. PROJECTED ON AN ICONIC BUILDING AS A
BUILD UP TO KNIGHT-RUN
2. SHOWED EN-ROUTE DURING KNIGHT RUN
3. SHOWED ON IN-STADIA LED
A VIDEO TO SHOW NIKE -
WRITE THE FUTURE CASE-STUDY

THE MEMORY LIVES
ON
- LOCATION TAGGED, VIDEO LINKS WILL
BE SENT BACK TO CONTRIBUTORS VIA
SMS/ EMAIL/ SOCIAL MEDIA
THE PRIDE OF KOLKOTA

vikram@andthen.co.in

Kolkotta Knight Riders 2014 by and then

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