Against a backdrop of ‘Little India’ converted from a former backlot movie set located in Western Sydney.
Kayo Sports has unveiled an Indian-inspired iteration of its ‘Get on Board’ campaign in anticipation of its biggest ‘Summer of Cricket’.
The 2024/25 Summer of Cricket is headlined by a battle between the top two Test sides, India and Australia, for the Border-Gavaskar Trophy with every game of the Five-Test series live and in 4K on Kayo Sports.
Concepted and produced by BALBOA, the Foxtel Group creative agency, the campaign features the largest cast ever assembled for a Kayo Sports campaign.
The TVC is packed with cricket talent including athletes of today such as Travis Head, Usman Khawaja, Alyssa Healy and Tanveer Sangha, cricket legends and Kayo Sports ambassadors Brett Lee and Adam Gilchrist, as well as talent from the Fox Cricket commentary team including Isa Guha, Ravi Shastri, Mark Waugh and Michael Vaughan.
Against a backdrop of ‘Little India’ converted from a former backlot movie set located in Western Sydney, the TVC also features professional Bollywood dancers and dhol drummers, celebrating Indian culture.
Kayo Sports executive director Cate Hefele said around 4% of Australians are of Indian descent and the campaign provides an opportunity to engage with this important demographic, highlighting that Kayo Sports will be home to what will be an epic Test series between Australia and India.
"The Kayo Sports coverage will be anchored by a dedicated commentary team featuring much-loved experts of the sport, and we’re also pleased to be including a Hindi feed on the platform to further deepen the connection we are building with India fans," she said.
BALBOA ECD Guy Sawrey-Cookson said the Kayo Sports ‘Get on board’ campaign has been a huge success in opening up the brand to new sports fans across Australia.
"The objective of the new summer campaign was to get all cricket fans, from purists to passers by, to get on board our epic ‘Summer of Cricket’, headlined by the India series," he saud.
"To do this, we invited fans to join the best commentary team in the world, including Adam Gilchrist, in a float full of cricket and sports legends, towed around Australia by Brett Lee’s supercharged Rickshaw. In the words of Ravi Shastri, it was ‘Masti!’”
Other talent featured in the TVC include AFL’s Chad Warner, AFLW’s Ruby Schleicher, NRL’s Pat Carrigan and NRLW’s Tiana Penitani. Foxtel Group staff were also invited to feature in the crowd scenes along with their family and friends.
The campaign will feature on TV, radio, social and outdoor. The radio ads will also include spots in Hindi and Punjabi.
Credits
Client: Kayo Sports
Creative & Production: Balboa, Foxtel Group Creative Agency
Production Company Partner: Austin Studio, Producer: Celia Nicholas
Post-production VFX: Alt.vfx
Sound Design and Music Production: Uncanny Valley
Media: Foxtel Group Media & Mindshare
