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Rajasthan Royals to taste the design and digital recipes of Chocolate!

The unstoppable Indian Premier League (IPL) cricket team, Rajasthan Royals, has recruited design and digital agency, CHOCOLATE, as its creative partner in a major deal that will see CHOCOLATE build the Rajasthan Royals brand in the run up to the IPL season, which starts in under two weeks, and beyond.

CHOCOLATE will be managing the Rajasthan Royals' entire online presence, as well as developing a unique photographic style for the Twenty20 team. It is also busy redeveloping the front end of its website, and will begin design and digital work for the brand at the end of the summer.

The IPL is a hugely popular event in the world's sporting calendar, bringing together cricket's global super-elite. The second highest paid league in the world behind the NBA, it attracts crowds consistently in excess of 58,000, and in 2010 became the first ever sporting event to be broadcast live on YouTube. The Rajasthan Royals are an inaugural member of the IPL, and the team is co-owned by Bollywood megastar, Shilpa Shetty. Captained and coached by Aussie cricketing legend, Shane Warne, the team is privileged to call two stadiums, the Sawai Mansingh Stadium in Jaipur, and the Sardar Patel Gujarat Stadium in Ahmedabad, its home grounds.

Photolink's founder and CEO, David Walter, is proud to reinforce his company's roots in the country in which he and Photolink MD Jayne Riley have worked hard to cultivate a presence: "Cricket has done wonders to strengthen the links between the UK and India. Rajasthan Royals is a fantastic brand to be associated with, and we are thrilled to be working on such an exciting project. As a relatively new agency in India, although well established in the UK, we're intending to blend our UK-evolved marketing expertise with the local market knowledge of India to create a unique identity for the team that both the Rajasthan Royals and India can be proud of."

Raghu Iyer, the Rajasthan Royals' marketing director, expands: "We are absolutely delighted to be embarking on a creative relationship with Photolink in the UK and CHOCOLATE in India. We definitely see the long term benefits of forging a sustainable partnership with one of India's most respected branding and marketing groups. We have the utmost faith in CHOCOLATE's professionalism, expertise and creativity."

Rajasthan Royals' CEO, Sean Morris, believes the partnership will improve the team's global brand and its online presence: "We are looking to build on our inherently Indian roots, and to expand our Indian fan base," he says. "Through this, we also hope to give the team a more global image, attracting even more attention to the game and the IPL."

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