Chennai Super Kings

Omnichannel Strategy

Chennai Super Kings is a champion cricket club that takes part in the Indian Premier League. Owned by India Cements and led by the legendary captain MS Dhoni, the team had won four championships at the IPL and had amassed a fandom throughout the globe.

As its omnichannel partner, Madarth was given the task of creating a buzz for its game season on the social and physical realms. Chennai Super Kings, a brand known for extending its social media design limitations every year, require us to come up with something unique that no other team could and set a global benchmark in doing so.

All Roads lead to Anbuden

With the vision of cricket returning to Chennai in the summer of 2023, MADARTH decided to capitalise on the homecoming emotion for the season and positioned the auction as the lead up to it. Thus, we landed on the campaign “ALL ROADS LEAD TO ANBUDEN” where ANBUDEN is the brand's digital IP that denotes the den of the Super Kings.

We made player announcement creatives in a stamp theme carrying their headshots and an interesting welcome message.

Further, we identified a creative opportunity using reels for the announcements. We also commissioned an animator who brought our creative idea alive, set in the Chennai city scape, welcoming the

Capturing the electrifying aura

With cricket coming back to Chennai after long, we decided to focus on capturing the electrifying aura of the stadium during home games. That lead us to the Thunder Theme for the year which flowed as consistent visual language for the season in the digital, social and spatial branding communication at the stadium, player hotels and the player buses.

To expand the fervour, fans from Kanyakumari, Tirunelveli, Dindigul, Madurai, Trichy were brought to Chennai in the Whistle Podu Express, a specially chartered train.

New heroes emerged in the games and were duly celebrated with special player posters that expanded their persona leading to huge following increase with Chennai Super Kings eventually ending up as the season champions.

Whistle For Blue 

With ICC adopting the strategy of tapping into the emotions of the sport with their Cricket World Cup 2023 campaign called "NAVARASA", Madarth helped Chennai Super Kings in developing the strategy that would reflect the fan feeling of experiencing the world cup. Hence Madarth devised a two pronged approach to capture the nationwide euphoria:

• Following the Indian Cricket Team's games.
• Following the games that happen in Chepauk, Chennai.

For the various games India played, the Chennai Super Kings decided to adopt the look and feel of various eras of the world cup showcased in the broadcast right from 1983 to 2023. This gave a sense of nostalgia and familiarity to the fans and reminded them of the glorious journey India has had over the years in the history of the tournament.

Whistle Parakkattum

As a pre buzz to the season of 2024, The Whistle Parakkatum event was held, bringing together Chennai Super Kings fans to celebrate their community. Superfans met a few star players, shared experiences, and enjoyed fun activities. The event on February 8th in Chennai also reveal our principal sponsor Etihad Airways as a surprise Jersey Launch for the fans.