Chennai Super Kings has launched a new participative cheer video to flag off the fifth edition of the Indian Premier League. Titled ‘Chennai Super Kings ku Raise Your Hands’, this video, follows Chennai Super Kings' previous video 'Whistle Podu'.
The minute-long video, created by OPN Advertising, captures a fan formation that gathers momentum throughout Chennai, with supporters forming a Mexican wave as a means of cheering for the team. The video magnifies the Mexican Wave ritual by making the wave formation across the entire city to show the scale of the support and to acknowledge that cricket and support for the Super Kings is a part of the daily culture of Chennai and the spirit is not isolated to the stadium alone. It shows fans raising their hands to support their team across various city landmarks including railway stations, beach, temples and flyovers among others.
Commenting on the video, Rakesh Singh, joint president marketing, India Cements, said, “ The idea of doing new video is to give fans a platform, a voice to cheer for Super Kings, to build on the momentum that was created by Whistle Podu and to take it to the next level. The objective has been to create fan stake for the team, enhance fan participation, generate empathy and to bring that to the media as a tribute to their support. The video was uploaded on YouTube late on 25 March and in less than two days it has already generated over 40,000 views."
He added, “We have created the video purely to celebrate the unique Tamil habit of expressing support and happiness by whistling and sharing with our fans- An unique cheering tool that we could claim ownership of”, but the video created a movement of sorts online inspiring several fan generated videos including an international whistle podu edition that we didn’t even know about until someone shared it with us on Facebook. This time around, we are looking at several activities around 'Raise your hands' to encourage and support fan generated content both online and offline.”
Chockalingam S, creative director, OPN Advertising, said “We wanted to capture the spirit of the Super Kings fans, so we had chosen volunteers from among the fan community itself, including people who had created their own whistle podu videos and uploaded them on YouTube. But once we started filming in the different locations, we had so many fans who were in the locality who wanted to be a part of the video. The response was so overwhelming that the scale of the video grew exponentially on its own accord.”
OPN Advertising, Chennai, has been the communication agency for the Chennai Super Kings since its launch. The film is directed by Krishnakumar of Blackbox Films, Chennai. The music is based on the Ilayaraja song ‘Podhuvaaga Yenn Manasu Thangam’ from the movie Muratu Kaalai which was remixed for this video by Timothy Madhukar and team.