The Work
Kotak Life sponsors RCB in the IPL. The job was to make the sponsorship mean something — not simply appear. Every other sponsor rents a logo slot for the season. Kotak Life walked away owning something.
Kotak Life had paid for a premium IPL partnership with Royal Challengers Bengaluru. The obvious route is the one every sponsor takes — logo on the jersey, mark on the boards, a broadcast credit. Visibility, rented for a season, indistinguishable from every other badge on the ground.
That spends the partnership without building anything. We wanted the sponsorship to leave Kotak Life with an asset, not just an impression.
We started with a single question: what do cricket and life insurance actually share? The answer is unpredictability. The over you didn’t see coming. The season-ending injury. The trophy decided on the last ball. Cricket fans live with uncertainty for nine months a year — they understand it better than anyone.
So we fused Kotak Life’s infinity asset with RCB’s identity into a dedicated Kotak × RCB logo — one mark, built on the shared logic of cricket’s loop and life’s long game. The sharpest possible bridge to why insurance exists at all.
The Kotak × RCB mark wasn’t a one-campaign graphic. It became the universal identity across every Kotak–RCB touchpoint — match-day creative, social, moment marketing, fan engagement — carried with the same discipline as a core brand asset.
Because it was built as IP and not decoration, it didn’t expire with the season. It is a permanent piece of brand property that the partnership keeps paying back.
The Kotak × RCB identity is now used universally across every Kotak–RCB campaign. The partnership stopped being an annual cost for visibility and became an owned asset — one that earns engagement from a fan-first audience, not a brand-first one.
Sponsorship money usually evaporates when the season ends. This didn’t. It built something Kotak Life still owns.