Razorfish India appointed Online Partners for Future Group's Bengal Warriors
Razorfish the world leader in helping global brands drive business transformation, has been appointed Online Partners to Future Group’s Bengal Warriors Pro Kabaddi Team.
The Star TV backed Pro Kabaddi League has brought a sport of inner-India to the forefront. Future Group’s origins from Bengal may have been a natural extended association to the Bengal Warrior team, and on choosing Razorfish as the Digital agency, Sandip Tarkas, President Future Group says, “Razorfish is one of the best Global Digital agencies and the team also has a deep understanding of the Indian consumer. What aided the decision was also that many of the Razorfish team members know Bengal intimately well and have themselves indulged in playing some amateur Kabaddi!”
We are delighted! says Charulata Ravi Kumar, CEO Razorfish India, and adds, “When we met the Future group team that manages Bengal Warriors, it was like every meeting was an immersion into the sport. Like we were actually playing it. There is high passion and involvement from both sides. At Razorfish, we believe we co-own the team!”
Kabaddi became the second most viewed tournament in the country (453 million) when it was launched last year with unprecedented TRPs for the finale of the Pro Kabaddi league for any non-cricket sport. The Bengal Warrior team boasts many stars like their ex-Captain Nilesh Shinde, raiders Nitin Madane and Mahendra Rajput, Koreans Jang Kun Lee and Seong Kim, New captain Dinesh Kumar, an Arjuna awardee and ex-India captain; and key defenders Sachin Khambe amongst others.
Razorfish has created the platform of “Amra Dekhiye Debo” which resonates with the team’s spirit of camaraderie, challenge and combative determination to oust its opponents. The same is being amplified through all digital platforms.