Delhi: Royal Challengers Bengaluru (RCB) has teamed up with Naukri to recruit their ultimate "Fan-in-Chief" through a selection process that gets hosted as a 7-episode Instagram video series.
The idea was creatively constructed by Burman Sports and Naukri. It was brought to fruition via RCB’s reach and distribution of their digital assets, players and scripted, directed and conceptualised by Danish Sait.
The activity kicked off with RCB posting the Fan-In-Chief “Job” on Naukri.
The first phase saw 100,000+ fans apply for the job and now the video series would chronicle the auditions and selection criteria tasks and revealing the chosen fan in chief.
Sait said, “Doing content with or for RCB is always a pleasure for me because A) I am a fan B) the franchise has such immense faith in the creative process that it lets one be free. Naukri as well has had such an open minded approach to the whole journey that my team and I truly enjoyed penning this one down.”
The job description emphasises skills such as crafting chants that rhyme with player names and possessing adequate forearm strength to shake Kohli’s protein shake.
As the campaign goes live, Shail Gaurav, EVP and Head of Marketing- Naukri, said “We wanted to tap into the T20 craze in a fun way but with an idea that could uniquely, unmistakably, only be from Naukri. Finding the sweet spot between our core proposition “Jobs” and T20 with a partner like RCB is what makes this so special and resonant with the younger audience base.”
Rajesh Menon, Vice=President and Head of Royal Challengers Bengaluru, said, “We are delighted to partner with Naukri for this innovative campaign. This collaboration offers fans an exciting opportunity to engage with RCB and we are looking forward to a successful association together.”
It’s a product and content integration facilitated by Burman Sports.
Shiv Burman, Founder, Burman Sports, said, “Rather than offering Naukri a conventional sponsorship deal, we presented an innovative concept aimed at resonating with fans while upholding Naukri's value proposition. Kudos to the team at Naukri for playing bold.”
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