To focus on bringing the best of experiences to the KKR fans this year, amidst social distancing Kolkata Knight Riders coined the new campaign for the team in the lead-up to the Dream11 IPL 2020. The campaign titled Tu Fan Nahi Toofan Hai! is a tribute from all the KKR players to the fans across the globe, the campaign calls out to the fans for their support which is a driving force for team KKR.
“We will be missing our fans this year and the energy of Eden Gardens. We wanted to communicate directly with KKR Fans, and wanted to convey what they mean to us. We do understand that they can’t be here in person with us, but they will be in our heart,” said captain Dinesh Karthik.
“This year we want to win the title for our fans. They have given us so much love over the years, and this year even when they aren’t with us, we can feel their support and energy,” said spinner Kuldeep Yadav, who will be representing the franchisee for his 7th season of the league.
“I am so glad that players have contributed to the brainstorming process of finalizing the campaign. For KKR, our biggest strength is our fans. The players have always been inspired by the unwavering dedication of our fans who support the team in highs and lows,” said KKR CEO & MD, Venky Mysore.
.@kkriders #HaiTaiyaar... come on, let’s get behind our Knights and support them through this season! #TuFanNahiToofanHai https://t.co/XbYgJWMxr8— Shah Rukh Khan (@iamsrk) September 10, 2020
The 360-degree campaign will witness KKR launch a slew of fan engagement initiatives through the season. In a year when the pandemic has forced the tournament to be shifted out of India, KKR is committed to connecting with its fans virtually across the globe and especially in the home-ground, Kolkata.
To keep the fans updated on the team’s activities and preparations, KKR has launched the KKR Fan Cam which is a daily live video on Instagram/Facebook from the training session of the team. The team will continue to engage its fans through the KKR Fan Tank series where selected fans will be given an opportunity to meet the players/coaches over a virtual call.
The KKR website www.kkr.in has been revamped and is now a robust platform which not only gives fans a complete view of the KKR team, but will also have articles, pictures and videos giving the fan an immersive experience of the tournament.
This year, the Knight Riders have only one chant and one salute, and it's all about you.— KolkataKnightRiders (@KKRiders) September 9, 2020
Tu jaan le tu kaun hai, #TuFanNahiToofanHai#KKR #HaiTaiyaar #Dream11IPL pic.twitter.com/9cfFAVrY4P
An additional feature introduced this year on the website is a new gaming platform called KKR Super Over. The game gives an opportunity to the fans to select their favorite Knights from the current squad and play the game against the best eleven of Knights legends (all players who play for KKR and have retired from the game).
Lastly, the very popular Knight Club – the ongoing loyalty program by KKR, which focuses on digital engagement and gratifying KKR fans in a special and an exclusive manner. This year the fans will be able to join Knight Club and receive their exclusive membership number, while their accumulated points will be sent to them at the end of IPL season. They will be able to redeem these points in 2021 once all the gratifications will be made live by KKR.
Our new wheels for the season have arrived! 🚍🤩#TuFanNahiToofanHai #KKR #HaiTaiyaar #Dream11IPL pic.twitter.com/UGz7jwmK2Q— KolkataKnightRiders (@KKRiders) September 10, 2020
Fans will be rewarded points for every social interaction i.e. joining the platform, liking, sharing, commenting, or watching our videos etc. Each type of interaction has dedicated points that will be awarded to the users. With the points they earned over time, the fans/users could redeem rewards and experiences that are exclusive, and not available to the general public.
The main aim of the Tu Fan Nahi Toofan Hai! campaign Is to bring fans closer to their favorite team and reward them for their brilliant love and support over the years.
Who knew a fun quiz could lead to our new chant of the season? 😄— KolkataKnightRiders (@KKRiders) September 9, 2020
Watch what our Knights had to say about the one thing they will miss the most this season. You!
Tu jaan le tu kaun hai, #TuFanNahiToofanHai#KKR #HaiTaiyaar #Dream11IPL pic.twitter.com/ib6XEdBpVt
IPL is scheduled to start on September 19, 2020 in UAE and conclude on Nov 10, 2020, which will feature two-time champions Kolkata Knight Riders (KKR) and seven other teams.
Kolkata Knight Riders will play their first match against Mumbai Indians on September 23 in Abu Dhabi.