In a cricket crazy nation like India, fantasy cricket apps have become extremely popular in recent times. Current Indian and CSK cricketer Deepak Chahar and his wife Jaya Chahar conceptualised TFG (Trade Fantasy Game), a fantasy cricket app with unique features like 6-a-side team, wildcard feature, loyalty points and digital collectible cards.

The challenge was to launch it before IPL 2023 and make its way into phones that already had many other fantasy cricket apps. All this had to be done with a digital-first strategy.

We decided to leverage the 2 biggest USPs of TFG – its 6-a-side feature and an exclusive brand ambassador in the form of Deepak Chahar. We crafted 2 phases of communication – a soft launch during the Women’s T20 World Cup and a full launch during IPL 2023.

Celebrating sixer as the biggest delight/reward in cricket, 2 DVCs featuring Deepak Chahar asked cricket fans to hit ‘Swag Wala Six’ with TFG. During IPL, the brand showcased 3 quirky DVCs where Deepak told confused people – Tukka nahi Chakka maaro! We also created different digital assets like How to Play video. We also leveraged Deepak’s organic fan following by announcing the app in a rare Deepak Insta Live Session and rewarded fans with Video Call by Deepak.

It was a great experience to create impactful work in a category as competitive as fantasy cricket– Anupam Kulkarni

In a cluttered fantasy cricket segment with many established players, TFG was able to make a breakthrough, right at its launch. The first 2 days after the launch saw organic downloads more than 20,000. The social media handles also enjoyed great engagement and fan feedback.