Kolkata Knight Riders (KKR) have launched their 2025 jersey through the innovative ‘In the Knight Sky’ campaign, created by ting. The campaign celebrates KKR's three IPL championship victories, blending nostalgia with innovation. The launch generated impressive results, achieving over 57 million impressions, 4 million engagements, and 137,000+ 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. In a historic move, KKR purchased and named three real stars—Korbo, Lorbo, and Jeetbo—eternally commemorating 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.”
Rahul Nair, Senior Associate Vice President at ting, about the campaign said, “At ting Studios, we believe in building narratives that create an impact. ‘In the Knight Sky’ is a perfect example of how vision, creativity, and deep collaboration can come together to create something truly unforgettable. From the moment we saw the three-star story, we knew it was special — something only KKR could own. This campaign isn’t just about a jersey launch; it’s about celebrating a legacy, igniting fan passion, and pushing the boundaries of storytelling in sports marketing. Seeing it all come to life with such incredible energy is a proud moment for our entire team.”
Benjamin Jeevanraj, Associate Vice President - Account Management at ting, added, “This campaign embodies our creative ethos and the trust KKR placed in us to bring this vision to life. It’s a celebration of passion, creativity, and the unbreakable bond between a team and its fans.”
Shruti Dhadda, Partner at ting, shared, “ting has been collaborating with sports brands since 2014, earning the trust and privilege of working with franchises across football, cricket, kabaddi, and table tennis. While that journey has been incredible, there was always one dream the four of us shared — to work with SRK, to work with KKR. Eleven years later, that dream is now a reality, just in time!”
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.
