India, March 27th, 2025– Kolkata Knight Riders (KKR), launched their 2025 jersey through the groundbreaking ‘In the Knight Sky’ campaign conceptualised by ting—an ode to their three IPL championship wins. The campaign blended nostalgia, innovation, and fan engagement, setting a new benchmark in sports marketing with over 57 million impressions, 4 million engagements, and 137K+ shares.
The campaign teased fans with cryptic clues, leading to the grand reveal on March 3 (3/3)—a symbolic nod to KKR’s three stars. As a first in sports history, KKR purchased and named three real stars—Korbo, Lorbo, and Jeetbo—eternally marking their championship legacy in the sky.
Binda Dey, Group Chief Marketing Officer, Knight Riders Sports, shared, “From the jersey design to the campaign and its launch, our vision was clear—to celebrate our third championship, create a milestone moment, and thank our fans by celebrating with them. With ting, our digital agency’s expertise, we brought that spirit to life in a way that truly connected with fans.”
The jersey reveal video, crafted by ting Studios, was a visual spectacle shot across Mumbai and Kolkata. It even featured Parzaan Dastur recreating his iconic Kuch Kuch Hota Hai star-counting scene—this time declaring that only three stars matter: Korbo, Lorbo, Jeetbo. An explainer video detailed the jersey’s design elements, including the first-ever gold IPL patch—a badge of KKR’s championship legacy.
The campaign’s grand finale? The announcement of Ajinkya Rahane as KKR’s new captain at 3:33 PM on 3/3, perfectly aligning with the campaign’s theme.
Sudarshan Anand Kumar, Co-founder, ting, reflected, “If KKR’s association was the sweetest start to the year for ting, the three-starred jersey launch was the cherry on top. When a client gives you freedom (read: lemons), you have to make the most of it (read: lemonade). This jersey is special, and we couldn’t be prouder to launch it for KKR. Tying it to the spirit of the City of Joy, the iconic Kuch Kuch Hota Hai scene, and ultimately purchasing and naming three stars in the Gemini constellation—Korbo, Lorbo, and Jeetbo—was a beautiful way to deepen fan connections. This was an opportunity we’ll always cherish, and we look forward to creating many more memorable moments with KKR, this season and beyond. Wishing KKR x ting a fantastic IPL season filled with great wins and unforgettable stories!”
Akaash Ampili, Creative Director at ting, added, “At ting, we’re passionate about crafting campaigns that spark magic and leave a lasting impression. ‘In the Knight Sky’ celebrates KKR’s legacy and the number three in a way that only KKR could. It’s a testament to the power of storytelling and creativity.”
The campaign ignited a wave of fan-driven content, proving that this was more than just a jersey launch—it was a celebration of KKR’s legacy, passion, and unbreakable bond with their fans.
Wearing the three stars on our crest is pure goosebumps—a legacy shining bright in the (K)night sky.