Tech Mahindra Global Chess League's #TheBigMove aims to redefines chess branding
Buffalo Soldiers has conceptualised and created the branding as the lead creative and digital agency, handling the branding, social media management, website development and digital outreach of Tech Mahindra Global Chess League
The curtains recently fell on the grand finale of Season 1 of the Tech Mahindra Global Chess League (GCL) in Dubai on Sunday. But GCL continues to make #TheBigMove across the world, in an attempt to revolutionise the 1500-year-old game of chess.
The format, endorsed by FIDE's current number one player Magnus Carlsen, who hailed it as "the way forward" in chess.
GCL is an official franchise league of its kind, with chess players from all over the world competing in a joint team format. It is a joint venture between Tech Mahindra, a part of the Mahindra Group, and FIDE.
The league, whose season 1 is being held in Dubai, features male and female chess champions competing in the same team. Playing on the popular Rapid format, the league's joint male-female teams will have the distinction of being a unique multiplayer team in the world of professional sports. GCL is also a live televised chess event, offering fans a unique viewing experience.
Inspired by the world of 64 squares, GCL announced the league on social media with a campaign that captured the essence of ‘Chess In Every Sport’. From boardroom to the war room, from airport to the jungle, the signature design of looming shadows of chess pieces encompassed a four-month-long branding effort that makes #TheBigMove ready to take on the world of sports leagues.
Conceptualised and created by Buffalo Soldiers, #TheBigMove is a creative concept that celebrates the profound impact of chess beyond the chessboard. It highlights how chess, as a game of strategy and logical thinking, permeates various aspects of our lives, from sports to decision-making to everyday life challenges.
The concept's creative rendition, with shadows of chess pieces looming, portrays the omnipresence of chess.
#TheBigMove is a campaign that showcases the transformative power of chess in the world of sports. By intertwining the game with different athletic activities, the creative concept highlights the universal influence of chess and invites viewers to be a part of the game-changing Tech Mahindra Global Chess League.
“In the creative concept, we delve into the idea that chess, with its strategic brilliance, logical thinking, analysis, problem-solving ability, rational thinking, attention, and visual processing, extends its influence far beyond the chessboard. We explore the symbiotic relationship between chess and different facets of life, emphasising its presence in sports, decision-making, and everyday challenges,” said Rohit Prakash, Lead Creative Officer of Buffalo Soldiers.
The brand film's narrative, coupled with the GCL's joint team format, aims to captivate audiences worldwide, igniting their passion for chess and celebrating the profound impact it has on our lives.
This creative concept embodies the spirit of unity, strategy, and teamwork, driving home the message that chess is indeed the ultimate game of life. The brand film portrays the narrative of the Tech Mahindra Global Chess League (GCL), where Grandmasters make history by putting the team before self.
The film is running across global broadcasting and OTT platforms including Jio Cinema, Eurosport, DAZN, Saudi Sports Channel, Shahid, StarTimes, Fox Sports and Kayo Sports, Verdens Gang, WELT, Sportklub, TAPDMV, The Gaming Channel, and S Sport.
The brand film has also been distributed across social media by participating grandmasters and is running across PVR Cinemas in India.
Sameer Pathak, CEO, Global Chess League Board, said, “To create that unique fan experience, we required a team that understands our ethos and builds our authentic brand voice from scratch. I have been working with the Buffalo Soldiers team for the past few years and feel that they are the right partners who can bring innovation and ideas at every stage.”
Arnab Kundu, Co-Founder and Head of Delivery of Buffalo Soldiers, said, “It’s an absolute honour to creatively plan such a path-breaking sports league from scratch. As a sports fanatic, I personally loved this partnership with the Tech Mahindra Global Chess League to create notable work together across print, television and digital formats. Unlike action sports, chess is considered a very boring game in terms of the visuals. We are changing that narrative in every design and marketing communication by showcasing that even chess can be as captivating as any high-octane contact sport."
The account was serviced by the agency’s Delhi-NCR headquarters and Mumbai office, with a team stationed in Dubai, right in the heart of the action.
The inaugural season of GCL, which was held in Dubai from June 21 to July 2, 2023, had brought some of the brightest stars in the game, including Viswanathan Anand, Magnus Carlsen, Ian Nepomniachtchi, Hou Yifan, Levon Aronian and other renowned grandmasters.
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