Kayo Sports has unveiled an Indian-inspired version of its 'Get on Board' campaign, in anticipation of what it describes as the 'biggest Summer of Cricket' ever.

The campaign is set to culminate in a showdown between Australia and India for the Border-Gavaskar Trophy.

The campaign was conceptualised and produced by BALBOA, the internal creative agency of the Foxtel Group. It features the largest cast ever assembled for a Kayo Sports campaign, including current cricket stars, cricket legends, and members of the Fox Cricket commentary team. The TVC was filmed against a backdrop of 'Little India' in Western Sydney and features professional Bollywood dancers and dhol drummers.

"Australia and India share a rich history in cricket and we wanted to celebrate this friendly rivalry through our latest ‘Get on Board’ campaign," said Cate Hefele, Kayo Sports Executive Director. "Around four per cent of Australians are of Indian descent and our new campaign gives us an opportunity to engage with this important demographic, highlighting that Kayo Sports will be home to what will be an epic Test series between Australia and India."

The campaign aims to engage with the 4% of Australians of Indian descent and will include a Hindi feed on the platform. It launched on 27 October and will be featured on TV, radio, social media, and outdoor platforms. Radio ads will include spots in Hindi and Punjabi. The Australia-India Test series begins on 22 November.

"The Kayo Sports ‘Get on Board’ campaign has been a huge success in opening up the brand to new sports fans across Australia," said Guy Sawrey-Cookson, BALBOA Executive Creative Director. "The objective of the new summer campaign was to get all cricket fans, from purists to passers by, to get on board our epic ‘Summer of Cricket’, headlined by the India series."

Sawrey-Cookson added: "Sport truly brings people together and what better way to engage our people with the upcoming series than inviting them to be part of the TVC and meeting cricket icons. It’s all part of working for Australia’s #1 sports streaming platform."