Kolkata Knight Riders (KKR) has launched an integrated branding campaign during the Indian Premier League 2026 season, combining large-scale outdoor advertising in Kolkata with multilingual team bus branding across away cities.
In Kolkata, the franchise has deployed an extensive outdoor campaign spanning over 75,000 square feet, including billboards, branded pillars, LED boards and metro media across key locations. A hand-painted mural on a four-storey building at Rashbehari Avenue near Bijan Setu, featuring players such as Varun Chakravarthy, Ajinkya Rahane and Rinku Singh, has emerged as a focal point of the campaign, celebrating the team’s connection with local fans.
Extending the initiative beyond its home market, KKR has introduced branded team buses in each away city, carrying its slogan “Korbo, Lorbo, Jeetbo” translated into regional languages. The campaign began in Mumbai and will span seven cities, incorporating languages including Marathi, Tamil, Gujarati, Hindi, Telugu and Chhattisgarhi.
The initiative reflects the franchise’s broader strategy to build culturally relevant and locally resonant fan experiences, strengthening engagement both in its home city and across its national fanbase.
Binda Dey, Chief Marketing Officer, Knight Riders Sports, said, “This season, we wanted to go beyond visibility and create moments of genuine cultural connection for our fans. When fans in Chennai see Korbo, Lorbo, Jeetbo in Tamil, or fans in Ahmedabad see it in Gujarati, we want that to feel like a moment of recognition, not just advertising. Combined with our outdoor campaign in Kolkata that gives us mass visibility in our home market, we're building a campaign that is as much about identity and pride as it is about cricket.”
The campaign complements a wider slate of fan engagement efforts this season, including on-ground events and community-led initiatives aimed at enhancing supporter interaction across touchpoints.
