Star Sports Says #KannaKeepCalm For The Promotions Of Its Online IPL Streaming

Star Sports, the official online streaming partner of IPL 2014 has launched #KannaKeepCalm campaign, asking people to keep calm and watch the matches on their mobile phone

star sports kanna keep calm

As the nation is drenched in cricket fever this IPL season, Star Sports, the official online streaming partner of the formula cricket game has launched a campaign to promote its streaming advantages. Taking inspiration from the ‘keep calm and …” memes, Star Sports has sought to communicate with “Kanna keep calm and watch”, where ‘kanna’ denotes a colloquial term for ‘son’ in Tamil.

The ‘Kanna keep calm’ line appears almost everywhere, in fact there is a match award called the ‘Kanna keep calm award’, for IPL cricketers who have kept their calm despite trying situations in the field. ‘Kanna keep calm’ has a music video of its own too.

Conceptualised by Lowe Lintas & Partners’ two agencies - Lowe Lintas and LinTeractive, the music video depicts the stories of everyday people in difficult situations resorting to watching the IPL matches on their mobile phones to ease off some of the stress. A young guy pissed off at being tightly sandwiched between two burly men in a crowded bus, finds a solution to keep calm and watch the IPL matches on his mobile.

Then there is an awesomely bored girl at a distant relative’s function, making herself happy by watching the games on her mobile. Many such stories showcase how watching on your smartphone anytime anywhere can be a great stress-buster, while the music rap continues to say, “Kanna, keep calm, watch Pepsi IPL on”

‘Kanna keep calm’ has been widely supported through social media especially Twitter where the Star Sports handle has been creating conversations around the campaign phrase. The #KannaKeepCalm quiz was launched on Twitter right when the IPL 7 kicked off yesterday. With two innings of 20 questions each, one had to follow the brand’s Twitter page and answer IPL related questions quickly to stand a chance to win JBL speakers, iPad Air and Kanna keep calm tees. The quiz has been made easy with helpful clues too.

Participants had to append the hashtag in their answers, leading to the hashtag trending on top 10 India Twitter trends. Aside from the quiz, the visuals shared on Facebook and Twitter have taken inspiration from the ‘keep calm’ memes. A clean, basic color forms the background for bold text in white.

kanna keep calm 1kanna keep calm poster

Connecting with its fans on the go

Star Sports has found a smart and catchy phrase to bring out the communication in this campaign. ‘Kanna keep calm’ is sure to resonate with consumers of all ages. The central idea has been brought out well too - One can be anywhere, in any situation at any time of the day, but can always beat the stress by watching the IPL games on their mobile through Also, the communication has been extended well onto social media with the visuals, the quiz and conversations around the phrase.

Besides, the time is right for promotions of its online streaming service. India is poised for a bigger growth in terms of internet consumption on handheld devices; to add to that, in the last quarter of 2013, India was ranked as the fastest growing smartphone market by Gartner research firm. As per Nielsen Informate Mobile Insights of 2013, Indians use their smartphones for 2.5 hours daily, and mobile video sharing is amongst the highest compared to the world. Telcos competing with slashed data plans are also adding to this new mobile consumption behaviour.

Apparently, IPL 2014 has been strongly associated with ‘kanna keep calm’ by Star Sports. An easier brand recall to the social savvy.