What the work achieved, in order.

A full launch campaign from zero audience: positioning, seven distinct sub-brands, a reusable content system, and the countdown that carried it to day one.

Seven sub-brands had to arrive fully formed on the same day — each distinct enough for its own city to adopt, consistent enough to read as one parent. A shared crest and typographic frame held them together; colour, character and a line in the local language set them apart: Gorakhpur ki Taaqat, Prayagraj ki Dahaad, Ghaziabad ka Yuddh.

Sub-brands

7

Event days

24

Consecutive days

8

Venue

Roorkee, Uttarakhand

Six parts, written so the reader sees their own story rather than an advert. Built to drive registrations, not impressions.

Recruitment ads usually list dates and a link. This ran the sequence the reader actually lives — your name is called, everyone is watching, now it is your turn — and put the sign-up detail underneath. The films extended the same voice into motion.

Campaign parts

6

Formats

Poster, story, reel

Season

2026

Sign-ups stalled because a six-stage process was unclear. So each stage became its own post, carrying the real mechanics.

Sign-ups stalled on a six-stage process nobody could follow. Each stage became its own post carrying the real mechanics — the targets, the scoring model, how value is set. The explainers used a synthetic presenter, which is how an organisation this size ships presenter-led video at all.

Process stages

6

Eligibility

Under 22

Organiser

T10 Cricket Association of India

A swipeable system with a persistent progress bar, so the reader always knows where they are. Reusable every season without a rebuild.

The recurring device is a footer track that highlights the current stage across all five cards. It turns a set of posts into one readable document, and it is reusable every year without a rebuild.

Stages

5

Format

Instagram carousel

Launch, recruitment and partnership announcements on one visual system — including the brand ambassador and headline sponsor reveals.

The line the campaign is built on — kaun kehta hai kismat gali mein banti hai, ab maidan mein banegi — is the pitch itself: the outsider competing directly against the established. Announcements carried real detail rather than hype, down to the prize pool.

Champion prize

₹8,00,000 (~$9,500)

Roster

15 + 1 icon

Ambassador

Akash Madhwal

The association's official site, built to take player registrations and payments end to end — not to sit there looking official.

A campaign that drives sign-ups needs somewhere for the sign-up to land. This is that: a public site with a two-step registration, online payment, and an internal system for the people who bring sign-ups in. The marketing and the mechanism were built by the same team, which is why the funnel does not break between them.

Live at

t10ca-website.vercel.app

Registration

Two-step, with payment

Entry fee handled

₹9,499 (RSPL 2026)