“Local Radio Went National” – Partnering with the FEVER104FM in Kolkata, we urged people to de-stress team KKR. The local radio campaign was amplified nationally through social networking, mobile wapsite and a song dedicator application.We hosted live screening of KKR matches in community parks. Tension-free audio and video bytes taken from the event were then posted on Facebook, igniting conversations around the campaign theme. A Mascot was also created on Radio who embodied a wacky KKR fan who gave tips to the team and engaging the listeners!An exclusive application that facilitated fans to dedicate songs to their favourite players was posted not only on fan’s wall but also on player’s wall. This enabled the “Celebrity Player” to follow their fans on Facebook. Simultaneously, the dedicated song went live on radio. The mobile WAPsite helped users to give Tension free ideas. Registrations were highest among other digital properties used.

Fever 104 FM’s Facebook page became a shrine not only for the Kolkatans but also for the team’s supporters from other cities, enabling a spark which started off in Kolkata to spread in the entire country like a wildfire.

KKR’s fan base increased by a whopping 53%! Nokia got recognised as a strongly associated brand in IPL4 and the top recalled brand with 61% brand recall - much ahead of the ground and on-air sponsors.Brand consideration increased from 79% to 81%. On Facebook we had over 4 lakh exposures and 19,134 song requests going on KKR team player’s wall.