The recently launched channel from the Star TV stable, Life Ok, is making an unusual move to stand out in the cluttered Hindi entertainment genre of channels.

Life Ok will be one of the sponsors for the Chenai Super Kings team in the ongoing Indian Premier League cricket. It is aiming to get the right’ kind of visibility by being seen on the non-playing hand of the Chenai Super Kings.

According to Ajit Thakur, General Manager, Life Ok, “When India Cements offered this sponsorship, we saw it as an opportunity. It may not be the regular stuff that a GEC channel does. Life Ok is being seen on the jersey of the CSK team during the tournament.”

“We are riding on cricket icons like Dhoni through this sponsorship deal. This will make sure that people see our brand through the CSK team,” added Thakur.

Considering the tournament is broadcast on Sony MAX in India, it will be the first time a rival TV’s brand will be visible on the cricket tournament.