THRISSUR TITANS, a Kerala Cricket League (KCL) franchise, took an unorthodox and creative approach to unveiling their jersey for the upcoming season.
In the days leading up to the launch, they rolled out a pre-launch campaign built around a “Mystery Box”. For three days, this unbranded, cryptic installation kept appearing at key public spots across Thrissur, sparking intrigue both on the streets and online. The box travelled through the city – from parks to tea shops, cultural landmarks to busy junctions – before arriving at the jersey unveiling venue, where a crowd of fans had gathered, fueled by growing speculation and curiosity, a media release said.
Candid content captured by the on-ground team showed passers-by photographing it, discussing it, and even spinning their own theories about its purpose. This real-world engagement was mirrored online, as local influencers and fans joined the conversation, turning the activation into a textbook example of how to fuse physical experiences with digital storytelling, the release said.
At the jersey reveal, the Mystery Box finally opened to showcase the new elephant-themed Thrissur Titans jersey – a design inspired by the cultural pride and heritage of Thrissur, drawing from the world-famous Thrissur Pooram.
Conceptualised and executed by Emurge Sports and Popkon Creatives, the campaign was a blend of experiential guerrilla marketing and digital virality. It signals how domestic leagues are embracing creative storytelling, brand strategy, and fan-first experiences.
Emurge Sports founder Vipin Nambiar said, “The idea was simple but powerful: create a story the city can feel part of. We didn’t want just a just a cliched jersey reveal we wanted a shared moment, a city-wide participation in a build-up that felt like a live story unfolding in real time. In a time when every brand is screaming for attention, silence and suspense worked louder than noise for us.”
Popkon Creatives founder Ratheesh Menon added, “For us, it was about triggering imagination. We didn’t plaster hoardings or do countdown posts. Instead, we placed a box. The audience did the rest.”
