As the IPL gets off to an exciting start, JK Lakshmi Cement is all set to take it’s a partnership with the SunRisers Hyderabad to the next level by their new campaign #RisersWithBulandSoch in association with BC Web Wise. As they gear up to face every challenge with Buland Soch.
Through this campaign JK Lakshmi cement trying to engage with the fans and drive the message of the association, the brand created a series of immersive social posts featuring the SRH players. The teaser posts tested the players’ knowledge through a ‘Guess the Player’ contest, wherein lucky fans got an opportunity to win a customized SunRisers Hyderabad jersey with their name on the back.
To give fans an engaging experience of the cricket action, the brand created an AR filter through which fans could express their support to the SunRisers. Fans have been invited to participate in the filter via engaging posts on their social platforms. The brand has also created a series of exciting cricket related contests and activities, which gets its fans closer to the on-field action.
To create a visual language for fans to express themselves, a series of GIFs were created featuring popular slogans from the world of cricket. Fans were encouraged to express their emotions through these GIFs on social media, which provided them with the perfect expression. The campaign has been further amplified on third party content portals such as Cricbuzz, where cricket fans congregate to catch the latest IPL action.
Aseem Saxena, GM-Marketing, JK Lakshmi Cement, said, “We have been associated with IPL for quite some time but this year is unique where we could engage with our customers and fans only through social media and the digital platform. The IPL has provided us with the opportunity to bring alive our philosophy of ‘India, Ab Soch Karo Buland’ through engaging content on social media and a media campaign on third party websites.
“With the title sponsorship of SunRisers Hyderabad, we played the role of the perfect partner, showcasing engaging cricket themed content, while establishing JK Lakshmi Cement as the leading and most trusted cement brand,” Saxena said.
Alok Garg, Vice President Business Development and Sales, BC Web Wise, said, “JK Lakshmi Cement have always built an excellent connection with their fans and dealers on social media. The association with the SunRisers Hyderabad offered the brand an opportunity to deepen the engagement with co-branded content.
“The series of AR filters helps fans to cheer for their team. The series of GIPHY stickers, is content that fans are using not just to cheer their team but also as part of their regular conversation on social media and WhatsApp,” Garg added.