Joburg Super Kings
Inception, Core Branding and Omnichannel Distribution for Joburg Super Kings.
Omni channel Strategy | Sports Marketing
Omnichannel campaign
Our client Chennai Super Kings Cricket Ltd., has enjoyed a global fandom for its brand of cricket the team CSK has displayed at the Indian Premier League over the years, winning 5 championships till date.
With a solid record for the brand, they set out on global expansion for taking their cricket to the world over. As its first step, Joburg Super Kings was drafted in the SA20 League, South Africa in July 2022.
Core Branding
As part of the initial pitch and draft, Madarth partnered up with CSK CL to create the name, logo and jersey kit docket for the newly bought club.
Madarth set out in capturing the essence of the club CSK as the brand's pedigree and thereby created team logo and jersey options that have the brand recognition and yet stand unique and true to the South African spirit of cricket by blending the Indian grown brands values with the sensibilities of South Africa.
As the natural extension of the CSK IP Whistle Podu, the IP Whistle For Joburg was created to bring out the superfans to cheer for the Super Kings of Johannesburg.
2023,2024 The Experience
With the first two seasons, a solid messaging of local affinity was carried forward with the execution of the season campaigns 'Joyburg' and 'To Joburg we belong' generating local interest by school visits, local carnival, Graffiti fan wall creation to take the sport beyond the grounds to the Joburg public.
Spatial branding on the player hotels, buses and the Wanderers stadium were done by blending in the visuals of the team, fans and graffiti elements for the public to relate and appreciate.
On socials, we captured the fanfare for the sport and the celebration the brand stood for as the matches progressed leading to worldwide attention to the league and thereby becoming the most talked about brand in the cricket world.
