The defending champions of the Indian Premier League (IPL), Kolkata Knight Riders (KKR) unveiled their 2025 jersey through the groundbreaking ‘In the Knight Sky’ campaign, conceptualised by ting—an ode to their three IPL championship wins.
The campaign combined nostalgia, creativity, and fan involvement, creating a new standard for sports marketing with over 57 million impressions, 4 million engagements, and 137K+ shares.
The advertising campaign enticed fans with hidden clues, building up to the big announcement on 3 March (3/3)—a symbolic allusion to KKR’s three stars. As a first in sports history, KKR acquired and named three actual stars—Korbo, Lorbo, and Jeetbo—to immortalise their championship heritage in the sky.
Binda Dey, Group Chief Marketing Officer, Knight Riders Sports, said, “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 film, created by Ting Studios, was a visual extravaganza shot around Mumbai and Kolkata. Parzaan Dastur even reprised his legendary Kuch Kuch Hota Hai star-counting moment, proclaiming that only three stars matter: Korbo, Lorbo, and Jeetbo. An explanatory video described the jersey’s design components, including the first-ever gold IPL patch—a symbol of KKR’s championship pedigree.
Furthermore, the announcement of Ajinkya Rahane as KKR’s new captain came at 3:33 PM on March 3, precisely fitting with the campaign’s theme.
Sudarshan Anand Kumar, Co-founder, ting, said, “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, 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, commented, “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 sparked a flood of fan-generated content, demonstrating that this was more than simply a jersey launch; it was a tribute to KKR’s heritage, passion, and unbreakable link with its supporters.
Wearing the three stars on our crest gives us goosebumps—it’s a heritage that shines brightly in the night sky.
