White Rivers Digital to handle Box Cricket League's Digital Marketing

The digital strategy will focus on generating buzz around the league.

Balaji Telefilms has appointed White Rivers Digital to handle the digital marketing for its sports reality - Box Cricket League. The reality show will see 150 TV celebriries play cricket in eight different city teams. It is a unique melange of cricket, entertainment and locker room drama and will air on Sony Entertainment Television in December.

The digital strategy will mainly focus on generating necessary buzz around the whole league via social media vehicles constantly and replicating the locker room drama on digital platforms innovatively.

Shrenik Gandhi, CEO of White Rivers Digital, says, "We are thrilled to curate the digital journey for Indias Biggest Sports Realty Show. It is an exciting challenge and great opportunity in itself. Digital media is a great tool to connect with the viewers real time and we look forward to some great action and drama on field, off field and most importantly, online!''

The format was originally conceptualised by Sunny Arora and Anand Mishra of Marinating Films, a production house in which Ekta Kapoor's production company owns a 51 per cent stake. Says Arora, "BCL is a one-of-its-kind idea that will give the audience a sneak peek of their favourite TV celebrities battling out the game of cricket in a BOX. With White Rivers' expertise we hope to enhance the engagement and brand experience for consumers. The team has shown some great ideas that will mobilise the online audience. We hope we can spread the BCL fire into the digital world as well."