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IPL desk in Mumbai 14 February 2012 - 10:19pm IST

KKR launch new marketing campaign

'New Dawn. New Knights' for IPL franchise

The Kolkata Knight Riders [KKR] today announced the launch of a new marketing campaign, ‘New Dawn. New Knights.”

At the centre of the campaign is the unveiling of a new and refreshed logo. The new design stays with the traditional team colours of purple and gold but incorporates a striking new logo unit. Created by a leading global branding agency, Lambie-Nairn, the new identity is modern, vibrant and unique.

Team owner Shahrukh Khan said, “The new team we put together last year made us proud with the refreshing approach, winning attitude and professionalism they brought to KKR. Add to that our new coach and our new players this year, I am excited about the upcoming season and our new campaign – New Dawn. New Knights.”

The KKR CEO, Venky Mysore, said: “We have been fortunate that the KKR brand has become the leading brand in the IPL. We are working very hard to add value to our sponsors, grow our fan base and build a profitable business. I am confident that our new logo and our new campaign will help us achieve our objectives.”

“The KKR identity has a lot of equity but it was not designed for use across the wide range of platforms that are used today. We wanted to retain the existing heraldic imagery and purple & gold colours, as these features differentiate the team from competitors and ensure they are instantly recognizable. However, we needed to refine the logo and ensure that it would work across every touch point, from the screen to merchandising” adds Sophie Lutman, Creative Director at Lambie-Nairn.

The new look has been rolled out across a wide range of application including the team kit, online, social media applications and merchandising.

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