Image Credits: FISTO STAFF
Meraki will work towards improving Fan engagement & enhancing Brand salience.
The two-time Indian Premier League (IPL) champions, Kolkata Knight Riders (KKR), has onboarded one of India’s leading sport brand consulting outfits, Meraki Sport And Entertainment, to create and implement holistic solutions, via a digital-first approach to enhance and engage the team’s fan base across the world.
KKR's Head – Marketing, Kaustubh Jha, spoke about the association and revealed, “We are excited to kick start our association with Meraki as we look to take the KKR brand to newer heights. Meraki’s fan-centric approach to driving brand salience for teams, is in line with the fan-first values we stand for as a brand. With this edition of the IPL happening in the United Arab Emirates (UAE), we are looking forward to working with them and unlocking new avenues of storytelling, to enhance fan engagement.”
Founded on the premise of building brands through sport, Meraki is India’s only integrated marketing services company, for brands in sport, with a client roster that includes the likes of Nestle Milo, Max Life Insurance, Airbnb, and Welspun Foundation, amongst others.
Speaking at the announcement, Namrata Parekh, Co-founder and Director, Meraki said, “IPL is not only cricket’s finest spectacle, but it is also one of India’s biggest unifiers and KKR is right up there, in terms of the emotional connect it enjoys amongst fans. We are excited to partner with KKR and are confident that guided by our proprietary brand alignment tools, we will be able to unlock KKR’s full potential as a sustainable brand, driving significant stakeholder delight, especially in a post-pandemic world, where sport brands will have a vital role in enhancing the social fabric of a nation.”
Meraki also provides digital and marketing solutions to two teams in the Indian Super League (Kerala Blasters and NorthEast United) and have in the past, worked with Patna Pirates and Tamil Thalaivas (Pro Kabbadi League, Mumbai Rockets (Pro Badminton League) and Oilmax Stag Yoddhas (Ultimate Table Tennis).
Notably, Kerala Blasters, India’s largest football club with a community size of over 4.5 million, also recorded the second-highest engagement rate on Instagram, amongst all football clubs in the world, for the month of April 2020.