A three-day, fan-focused tournament has been designed to merge community participation with franchise-level energy in Kolkata. Bringing a live experience rather than a spectacle from the stands, Kolkata Knight Riders (KKR), in collaboration with VIDA powered by Hero, launched the VIDA Knights Electrifying Box Cricket
A grassroots tournament with competitive intensity
Held from February 19 to 21, the event marked KKR’s first initiative of this scale exclusively for fans. The fast-paced box cricket format featured 32 teams, each comprising 10 players, including amateur cricketers, fan clubs, and local talents. Structured across group stages and knockouts, the tournament delivered continuous action and neighbourhood rivalries over three days.
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Joy Game Changers emerged as the inaugural champions, while Knights Dé Xtreme finished runners-up. A creators’ team featuring Kolkata-based digital personalities such as Neel Bhattacharya, DaSoham, Rahul Dey, Saiket Dey, and Nirit Datta added an entertainment dimension, bridging the city’s online and on-ground cricket communities.
Innovation-led format and fan engagement
The tournament introduced modified rules and brand-led integrations to elevate the experience. VIDA-branded bonus targets rewarded precision hitting, aligning gameplay with product innovation themes. The ‘VIDA Electric Over’ doubled every run while ensuring batters could not be dismissed, creating dramatic momentum shifts. An Impact Player rule allowed teams to introduce a tactical substitute at a crucial stage.
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Speaking on the execution of this unique tournament, Binda Dey, Group Chief Marketing Officer, Knight Riders Sports, said in a press release, “Cricket has always lived in the heart of Kolkata. With VIDA Knights Electrifying Box Cricket, we took the game back to the fans, in a format that’s fast, accessible, and powered by participation. Featuring 32 teams competing over three high-octane days, this tournament celebrated community, competitiveness, and the joy of playing the game.
By combining cricket, innovation, and grassroots participation, the initiative reflected a growing emphasis on immersive fan engagement within franchise cricket ecosystems.
