New Kayo Sports cricket campaign celebrates ‘friendly rivalry’ with India
Kayo Sports has unveiled an “Indian-inspired” iteration of its Get on Board cricket campaign, complete with Bollywood dancers, dhol drummers, and the cream of cricket talent.
Concepted and produced by Foxtel Group’s in-house creative agency BALBOA, the campaign is set against a ‘Little Indian’ backdrop, and features Travis Head, Usman Khawaja, Alyssa Healy and Tanveer Sangha, cricket legends and Kayo Sports ambassadors Brett Lee and Adam Gilchrist, as well as talent from the Fox Cricket commentary team including Isa Guha, Ravi Shastri, Mark Waugh and Michael Vaughan.
Also featured in the TVC include AFL’s Chad Warner, AFLW’s Ruby Schleicher, NRL’s Pat Carrigan and NRLW’s Tiana Penitani.
Kayo Sports executive director, Cate Hefele, said: “Australia and India share a rich history in cricket and we wanted to celebrate this friendly rivalry through our latest ‘Get on Board’ campaign.
“Around four per cent of Australians are of Indian descent, and our new campaign gives us an opportunity to engage with this important demographic, highlighting that Kayo Sports will be home to what will be an epic Test series between Australia and India.
“The Kayo Sports coverage will be anchored by a dedicated commentary team featuring much-loved experts of the sport, and we’re also pleased to be including a Hindi feed on the platform to further deepen the connection we are building with India fans.”
BALBOA executive creative director, Guy Sawrey-Cookson, added: “The Kayo Sports ‘Get on board’ campaign has been a huge success in opening up the brand to new sports fans across Australia. The objective of the new summer campaign was to get all cricket fans, from purists to passers by, to get on board our epic ‘Summer of Cricket’, headlined by the India series.
“To do this, we invited fans to join the best commentary team in the world, including Adam Gilchrist, in a float full of cricket and sports legends, towed around Australia by Brett Lee’s supercharged Rickshaw. In the words of Ravi Shastri, it was ‘Masti!’”
The new ‘Get on Board’ campaign launched on Sunday October 27 and will feature on TV, radio, social and outdoor. The radio ads will also include spots in Hindi and Punjabi.
Credits:
Client: Kayo Sports
Creative & Production: Balboa, Foxtel Group Creative Agency
Production Company Partner: Austin Studio, Producer: Celia Nicholas
Post-production VFX: Alt.vfx
Sound Design and Music Production: Uncanny Valley
Media: Foxtel Group Media & Mindshare
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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topics
Alyssa Healy
BALBOA
Brett Lee
cricket
Foxtel
Isa Guha
Kayo Sports
Mark Waugh
Ravi Shastri
Tanveer Sangha
Travis Head
Usman Khawaja
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