The Indian Premier League has given the game of cricket a new dimension. TV &, radio stations and consumer brands are vying with each other to piggyback on the IPL bandwagon.Most have tied up with teams specific to their cities, but there are hardly operational synergies. There are exceptions, though. BIG Music has tied up with Chennai Super Kings as their Entertainment Partner.
Big Music & Home Entertainment will help fans of the Chennai Super Kings own a piece of cricketing history by marketing various merchandise like CDs, music videos, Ring Tones & Caller Tunes, other mobile content, interactive games etc.
Besides the interactive element, Big Music will work towards recruiting support for the team by promoting its anthem and signature tunes on Radio, Television and the internet.
Big Music CEO, Kulmeet Makkar feels that the IPL is one of the best platforms for creating music based products and services. Over the next few weeks the entire country will restructure itself, cutting across political & geographical divides into 8 large aggregates of supporters for respective teams. That is a fairly large addressable audience and music adds that extra zing to the combo of cricket and celebrities.
The Chennai Super Kings songs are about celebration and victory, the music inspires team spirit and motivates them bowl the opponents over.
The Chennai Super Kings Theme Song is a peppy RAP number with a modern outlook, & captivating lyrics in English and Tamil.
The third track Vetri Kodi Katta Vada is a call out Chennai Super Kings Warriors to Go Bang at the Opponents! Every kid, every street cricket players, every Cricket Fan on the Ground will love this song,
Puyalaaga Vaa is a portrayal of Victory to the Chennai Super Kings. As the team storms in to the play field the song will drum up passion and a feeling of power in the listeners, A Melodious Passion
There also is a Hindi version of the Chennai Super Kings theme song. Klumeet Makkar added “We have an entire package of promotion on mind and will record a Hindi song performed by Dhoni to take the charm and charisma of the Super Kings beyond Chennai”
Big Music will be giving out tickets and merchandise as contest prizes in an effort to promote the mobile content of Chennai Super Kings.
Big Music’s foray into the world of IPL cricket is one more glimpse of the strategic vision of the company. They are very clearly moving away from being just a distributor of CDs to a 360° home entertainment specialist.