Kolkata: Kolkata Knight Riders (KKR) have rolled out an integrated branding campaign during the TATA IPL 2026 season, combining a high-impact outdoor presence with multilingual team bus branding across away cities, as the franchise brings its iconic spirit of Korbo, Lorbo, Jeetbo closer to fans across India.
In Kolkata, KKR launched an extensive outdoor campaign across the City of Joy, transforming the city into a vibrant expression of purple and gold. Spanning more than 75,000 square feet, the campaign includes 65 billboards spread across key locations, branded pillars and pole kiosks along major routes, landmark innovation sites, LED boards, and metro branding.
The franchise also unveiled a hand-painted grand mural on a four-storey building at Rashbehari Avenue near Bijan Setu, celebrating its bond with Kolkata fans. Inspired by ‘Prothom Bhalobasha KKR’, the artwork anchors the idea of ‘first love’ in Bengali, and features Varun Chakravarthy, Ajinkya Rahane and Rinku Singh alongside “Korbo, Lorbo, Jeetbo”. The mural has quickly become a fan hotspot, drawing crowds and generating traction across social media.
Extending this momentum beyond Kolkata, the Knight Riders are also taking their iconic battle cry on the road, with specially branded team buses in every city they play a match. As the team travels for its fixtures this season, the bus will feature Korbo, Lorbo, Jeetbo translated into the local language of each host city, celebrating regional culture while building a more personal connection with regional fans.
The campaign began in Mumbai ahead of KKR’s first away fixture on March 29, with the team bus carrying the Marathi adaptation of the franchise’s slogan. Over the course of the season, KKR’s away-city branding will travel across seven cities and seven languages, including Marathi in Mumbai, Tamil in Chennai, Gujarati in Ahmedabad, Hindi in Lucknow and Delhi, Telugu in Hyderabad, and Chhattisgarhi in Raipur.
Together, these initiatives reflect KKR’s continued focus on building deeper and more meaningful fan engagement experiences, both in its home city and across its growing national fanbase. The campaign builds on the franchise’s broader efforts this season to create moments that are culturally relevant, visible, and rooted in supporters’ identities.
Binda Dey, Chief Marketing Officer, Knight Riders Sports, said, “This season, we wanted to go beyond visibility and create moments of genuine cultural connection for our fans. When fans in Chennai see Korbo, Lorbo, Jeetbo in Tamil, or fans in Ahmedabad see it in Gujarati, we want that to feel like a moment of recognition, not just advertising. Combined with our outdoor campaign in Kolkata that gives us mass visibility in our home market, we’re building a campaign that is as much about identity and pride as it is about cricket.”
The initiative adds to a wider set of fan engagement efforts from KKR this season, including Knights Unplugged 3.0, the VIDA Knights Electrifying Box Cricket tournament, and fan meet-ups across cities, underscoring the franchise’s commitment to strengthening supporter connections at every touchpoint.
