Two-time IPL champions, Kolkata Knight Riders has brought in Binda Dey as their Chief Marketing Officer. This acquisition comes right in time before the IPL resumes in the UAE in two months.
Kolkata Knight Riders is one of the most successful franchises in the IPL. They’re one of the only three franchises that have won the tournament twice or more. Owned by the charismatic and ever so famous Shahrukh Khan, the Knight Riders has always been involved with glitz and glamour. Hence, the marketing strategies of the franchise have to be top-notch to represent the franchise brand.
Binda Dey, who in the past has already worked with KKR (2015-16) as the Head of Marketing for one year has been roped into the franchise marketing department again. She has been appointed as the Chief Marketing Officer of KKR & Knight Riders Global Franchises.
Binda, who has been involved in the marketing sector since 2004, bring in bags of market expertise and knowledge with her. She started her career as Digital Account Supervisor at DDB Mudra Group and worked there for a couple of years before joining Starcom Worldwide for a year. This was followed by her massive upgrade to Star India in 2007. She was involved in the Brand Strategy and Communications department there and assisted them for almost nine years. Her stint with Red Chillies Entertainments Pvt. Ltd., from 2015 to 2021, as the Head of Marketing has been the highlight of her career so far. She managed relationships with talent, creatives, production and distribution to align goals and drive campaigns.
Therefore, her move to KKR is just a switch within business ventures under the same ownership. In her role, she will be expected to handle all nuances related to marketing, which includes brand, content, digital, licensing and merchandising. She will also be tasked to utilize her insights and come up with commercial initiatives for all the Knight Riders franchises in the IPL, CPL and USA Cricket.
Sportingly, KKR has not been doing great in the IPL for the past few years. Following the departure of Gautam Gambhir, the franchise has been struggling for quality leadership. Captaincy stints of Dinesh Karthik and Eoin Morgan have not proved to be fruitful so far.
Even during the first half of this year’s IPL, KKR were among the bottom two teams in the league. Therefore, they will welcome this break to reassess and try to resurrect their fortunes in the second half of the tournament in the UAE later this year.