Tata Neu’s #RuknaKyun ropes in creators to further IPL buzz

Delhi: Tata Neu's #RuknaKyun campaign in collaboration with Schbang, aims to position the brand as the quintessential "enabler of endless celebrations" this TATA IPL season

Tata Neu the 'Associate Partner' sponsor for this year's Tata IPL, has launched the #Rukna Kyun campaign.

#RuknaKyun asks fans the question “Why stop?” when they could continuously celebrate every moment this IPL season with Tata Neu.

To build pre-buzz, the brand launched a series of videos starring creators like Aatman Desai, Unnati Malharkar, Rochelle Rao, Tejas Patil, and Vogue Vanity. In these videos, the influencers face comedic challenges as they try to produce their usual content during the Tata IPL excitement. 

The videos conclude with a "pause" in their typical routines.  This pause aims to serve a dual purpose: it signifies a shift away from their current categories. Secondly, it  aims to build the narrative for the music video, emphasising the campaign's proposition: ‘Why stop? Or #RuknaKyun’, when you can celebrate with Tata Neu. 

In addition to the pre-buzz videos, the brand collaborated with Schbang Motion Pictures to produce a music video featuring the same creators. The brand brings together a group of influencers from diverse categories for a category swap. 

Sharing his thoughts on the campaign and music video, Sushant Vithaldas, Head Business Operations - Schbang Bangalore, said, “As the Tata IPL season unfolds, Tata Neu's #RuknaKyun campaign emerges as a beacon of boundless celebration nationwide. At Schbang, we're happy to have played a pivotal role in crafting this electrifying campaign, pushing the boundaries of creativity and engagement. Through innovative storytelling and dynamic collaborations, we've woven a tapestry of excitement that resonates deeply with fans across the country. This campaign isn't just about Tata Neu—it's about igniting passion, sparking curiosity, and inviting everyone to embrace the spirit of limitless celebration."

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