IPL Team Chennai Super Kings launches a new participative cheer video!
The 1 minute video captures a fan formation that gathers momentum throughout the city, with supporters joining into form a Mexican wave as a means of cheering for their favourite team. Recognizing the pivotal role the fans play in the team's success, Mr. Rakesh Singh, Joint President Marketing, India Cements says " 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 Sunday evening (March 25th 2012) and in less than 12 hours; it has already generated over 10,000 views.
Building on the tradition established by Whistle Podu, this participative cheer video too is rooted in Tamil culture and the sporting spirit that is prevalent in the city. The Mexican wave is a universal cheering ritual that is integral to the in-stadia sporting experience. "Raise your hands' draws on this ritual and magnifies this by making the wave formation across the entire city not merely to show the scale of the support but also to acknowledge that cricket and support for the Super Kings in particular is a part of the everyday culture of Chennai and not isolated to the stadium alone. The video shows hundreds of fans raising their hands to support their team across various city landmarks including railway stations, beach, temples, flyovers etc.
Speaking about Whistle Podu, Mr. Rakesh Singh said "We have created the video purely to celebrate the unique Tamil habit of expressing support & 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, the agency that conceived of this video 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."
The video was conceived by OPN Advertising, Chennai, 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 very popular Ilayaraja song "Podhuvaaga Yenn Manasu Thangam' from the movie Muratu Kaalai which was remixed for this video by Timothy Madhukar and team.
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