Objective
Bangladesh Premier League has enjoyed tremendous success since its first edition in 2012. The glamorous T20 tournament has always generated much enthusiasm among players and fans alike. As a digital media partner of the “Rajshahi Kings” since the inception of their BPL journey, our objective for the BPL 2019 was to bring this team, known as “People’s champion”, even closer to the fans.
Idea
We wanted to achieve this objective by recognizing the important role and contribution mothers play in all our lives. So for the match against Dhaka Dynamites on 16th January 2019, The Kings players and staff decided to carry their mothers’ names on their jerseys. They chose to dedicate the day to their own mothers, and to mothers all over the world.
Implementation
We kicked off the campaign with a Press release which was circulated among the leading print and digital news channels. Short videos, and a teaser that were distributed to all of the leading print and digital media outlets of Rajshahi Kings. Players, management, and even fans were featured in the short videos and teasers about the campaign, in which they conveyed their love and affection for their mothers. All the videos were posted on social media using the hashtags #জননীআমাররাণী and #Mother_HeartOfTheKings. Thus, it sparked hype and buzz leading up to the match against the Dhaka Dynamites.
Result
The jersey with the mothers’ name was indeed a lucky charm for the Rajshahi Kings. They won by 20 runs against the mighty Dhaka Dynamites, despite being underdogs in the run-up to the match. The off-field campaign result was a mirror reflection on the Kings’ performance on the pitch, which received huge appreciation among the cricketing world and the news outlets. and brought the Kings even closer to their fans.