Sunrisers Hyderabad's 2024 Anthem Launch, created by ting Works LLP, fuses music, identity, and the PlayWithFire narrative into a single 96-second digital film.
ARCHIVESunrisers Hyderabad PlayWithFire Anthem Ignites the 2024 IPL Season
Sunrisers Hyderabad's Anthem Launch is a 96-second digital and film production released in India in April 2024, created by ting Works LLP to establish the franchise's PlayWithFire identity for the IPL season through an original composition, explosive visuals, and direct engagement with the Orange Army fanbase.
The campaign centres on a single video asset, published on April 10, 2024, that functions simultaneously as a musical statement and a brand manifesto. Music was composed by VuSe, with lyrics written by Srinivasa Mouli and vocals delivered by VuSe and Krispy. The creative premise, as documented on Clapboard.com, positions Sunrisers Hyderabad around a "Playing with Fire" identity, weaving the franchise's 2024 auction recruits into the visual narrative alongside footage designed to represent the energy of its supporter base. In India, where IPL franchises increasingly operate as full entertainment brands competing for year-round cultural relevance, an anthem launch carries strategic weight well beyond a single matchday.
Production was handled by ting Studios and completed over two filming days, a compressed schedule that shaped the intensity of the final edit. The campaign was submitted to Clapboard.com by Rahul Nair, Associate Vice President of Account Management at ting, and sits within the Sports and Fitness category. It carries a Clapboard Score of 69 out of 100, reflecting competent craft and clear strategic intent within a category where sonic branding and franchise identity are increasingly contested creative territory. The SunRisers Anthem 2024 reaches audiences through digital platforms and film, positioning the franchise at the intersection of sports marketing and music-driven entertainment in one of the world's most commercially active cricket leagues.
Sunrisers Hyderabad has maintained a consistent agency relationship with ting across multiple IPL seasons. According to Tingdigital Uk, ting previously ran the franchise's "#RiseWithUs" campaign in 2019, building a multi-channel programme that spanned digital, offline, stadium branding, 3D Instagram posts, and WhatsApp stickers, with ting reporting more than 400,000 impressions from that activation. The 2024 Anthem Launch extends this lineage by deepening the franchise's sonic and visual identity rather than simply refreshing its messaging.
The strategic logic is rooted in the commercial scale of the IPL ecosystem in India. According to sportskhabri.com and Smartads In, the IPL's business value reached approximately US$16.4 billion in 2024, representing a year-on-year increase of around 6.5 percent, while IPL sponsorship contributed more than ₹3,000 crore to India's overall sponsorship spending in 2023. In this environment, franchise anthem campaigns serve as owned-media assets that activate fanbases independently of broadcast schedules. Competitors such as Mumbai Indians and Chennai Super Kings have long demonstrated that consistent sonic branding accelerates franchise equity, making anthem production a strategic imperative rather than a seasonal gesture for clubs like Sunrisers Hyderabad seeking to close the perception gap with the league's most established franchises.
The PlayWithFire narrative is also calibrated to reflect Sunrisers Hyderabad's 2024 squad composition. According to Clapboard.com, the creative specifically incorporates the franchise's 2024 auction recruits, tying the anthem's energy directly to the season's competitive story and giving supporters an immediate point of identification before the first ball is bowled in India.
Creative direction for the SunRisers Anthem 2024 was led by Akaash Ampili at ting Works LLP. The production was executed by ting Studios across two days of shooting, a timeline that placed significant demand on the video team — Siva Ganesh AK and Sijith MS — to capture the volume and energy required for a franchise-scale release. Editing was handled by Arul Gnanasekaran, whose assembly shapes the film's pacing and the relationship between its musical and visual elements.
The studios team — comprising Ranjit Kumar, Venkata Krishnan, and Dinesh Bitla, as credited on Clapboard.com — supported a production approach that leaned into kinetic imagery consistent with the PlayWithFire identity. The anthem's composition by VuSe and lyrics by Srinivasa Mouli provide the structural spine of the film, with the vocal performances by VuSe and Krispy giving the piece a dual-voice texture that is common in contemporary Indian sports music but is here tethered to specific franchise language rather than generic sports energy.
Account management across the project was handled by Sabarish Pavithramohan and Harsha Kri, with overall submission to Clapboard.com coordinated by Rahul Nair. The creative framework draws a deliberate line from the franchise's original brand architecture — JWT established the Sunrisers Hyderabad name, logo, and eagle-meets-rising-sun identity in 2013, according to Thebanana In — through ting's ongoing stewardship of the franchise's seasonal communications. The 2024 film's visual grammar, built around fire, motion, and orange, is legible as an evolution of that foundational identity rather than a departure from it, which is itself a craft decision reflecting strategic continuity.
ARCHIVENo verified third-party performance data for the Sunrisers Hyderabad Anthem Launch is publicly available at the time of this analysis. Streaming figures, view counts, and social engagement metrics have not been formally published by ting Works LLP or Sunrisers Hyderabad through attributable sources. The campaign carries a Clapboard Score of 69 out of 100, a rating that reflects solid execution within a competitive category without reaching the top tier of franchise creative work.
Structurally, the anthem performs several functions that matter in the Indian sports marketing context. A single video asset deployed across digital and film channels is an efficient format for franchise identity work, allowing the campaign to travel across YouTube, social platforms, and broadcast environments without requiring separate creative adaptations. The compressed two-day production timeline, while operationally demanding, produced a finished film whose energy is consistent with the PlayWithFire positioning rather than undermined by it.
The decision to anchor the anthem to the 2024 auction recruits is a time-sensitive creative choice that deepens relevance at launch but may limit the asset's longevity beyond a single season. Against competitors like Mumbai Indians and Chennai Super Kings, whose long-running sonic identities accumulate brand equity across years, Sunrisers Hyderabad's season-specific approach trades long-term brand building for immediate seasonal activation. In India's IPL market, where according to espn.com the league's broadcast value runs at approximately US$14.2 million per match, that trade-off reflects a franchise still consolidating its cultural footprint rather than one defending an established position.
The Sunrisers Hyderabad Anthem Launch is a 96-second digital and film production released in April 2024. Created by ting Works LLP in India, it establishes the franchise's PlayWithFire identity for the IPL 2024 season through an original composition by VuSe, lyrics by Srinivasa Mouli, and vocals by VuSe and Krispy, as documented on Clapboard.com.
ting Works LLP created the SunRisers Anthem 2024 for Sunrisers Hyderabad. Creative direction was led by Akaash Ampili, with production by ting Studios. The campaign was submitted to Clapboard.com by Rahul Nair, Associate Vice President of Account Management at ting, and filmed over two days in India.
PlayWithFire is the central creative premise of Sunrisers Hyderabad's 2024 season identity. According to Clapboard.com, it positions the franchise around explosive energy, incorporating the club's 2024 auction recruits and the Orange Army fanbase into a visual and musical narrative built on fire, motion, and orange imagery.
Sunrisers Hyderabad's anthem takes a season-specific approach, anchoring creative to 2024 recruits. Competitors Mumbai Indians and Chennai Super Kings have built multi-year sonic identities that accumulate brand equity over time. Sunrisers Hyderabad's strategy prioritises immediate seasonal activation over long-term sonic brand building within India's IPL market.
The Sunrisers Hyderabad Anthem Launch received a Clapboard Score of 69 out of 100, as recorded on Clapboard.com. This rating reflects competent craft and clear strategic intent within India's sports marketing category, acknowledging the campaign's strong identity work without placing it among the top tier of franchise creative output.
ting and Sunrisers Hyderabad have collaborated across multiple IPL seasons. According to tingdigital.uk, ting ran the franchise's 2019 "#RiseWithUs" campaign across digital, offline, and stadium channels in India. The 2024 Anthem Launch extends that relationship, deepening the franchise's sonic and visual identity rather than rebuilding it from the ground up.
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