ccl

THE MERGE POINT OF ENTERTAINMENT AND PROFESSIONAL SPORTS

THE BRAND

Celebrity Cricket League brings together India’s biggest entertainment industries- Cricket and Cinema, where India’s top actors showcase their cricketing skills, giving the audiences a sight of a thrilling run to the finish game. It is contested by eight teams comprising of film actors, representing eight major regional film industries of Indian Cinema.

THE CHALLENGE

The starting point of CCL was to put together a primetime format which will be appealing to the entire family in order to achieve the optimum ratings. Thus it resulted in the amalgamation of their two religions- Cinema and Cricket. The key challenge was to put up a show which is no less than any other successful league in terms of professionalism. The intent of the sport should not get diluted by the charm of the stars.

THE IDEA

Push, being a part of the think tower of CCL, right from the inception of the unique format, plotted a brand narrative wherein the seriousness of the sport was the key driver across all levels. Right from engaging professional coaches and training platforms to the recruitment of the stars, the intent of the sport was maintained.

The entire communication was also crafted to bring in professional sports rivalries in a sphere of entertainment. Hence it was a crossover, where we got both the audience together resulting in a surge in the ratings.

Push’s mandate extended to a national level, where we strategised, conceptualised and executed the entire promotions of the brand CCL, and developed the campaign narrative for Kerala Strikers as well as the communication template for all the 8 teams.

Result

The first season fetched a RBA media value of 30 crores which witnessed a 100% increment in the next two seasons. CCL is now the second most popular league in India after IPL.

ccl

Creative Showcase