MUMBAI: Neo Sports Broadcast has announced a new on- air look for Neo Cricket to coincide with the India- Australia series.

Kemistry, a London-based creative agency, was appointed to create a refreshed look for both channels following a four-way pitch. The new look aims to reflect the immense passion for cricket in India. This is captured visually with an intense stream of energy and light that frames the silhouettes of the cricketers in action, forming a connection between the fan and the cricketer, united in their love of the sport.
 
Neo Sports Broadcast COO Prasana Krishnan said, “ We recently celebrated four years of existnce. We felt that it was time to go in for a refresh. The start of the cricket season seemed to us to be the best time to do it. This is the first time that the channel has been refreshed since launch. We have been working on it for four months. The whole aim is to convey the energy and dynamism of Indian cricket which has many young and new faces. The look aims to capture the aggressive, young, boldnerss of young India. The new identity shows fans, cricketers and the intense energy that cricket generates.”
 
Kemistry was chosen due to their unique presentation. "They came up with the concept of energy lines. Some of the presentations made by other agencies were generic. It was similar what you would see in a general entertainment channel or a news channel. We wanted to have something unique for the sports genre. With better software now available you can do much more in terms of designing the look and feel of a channel. The interstitials on Neo Cricket will be sharper. We wanted a modern and contemporary look and feel," said Krishnan.
 
Kemistry MD Omar Honigh says, “It has been wonderful to work with the extremely professional team at Neo on this exciting project. It has been a true partnership, with production taking place in India under our direction."

Neo Cricket‘s sister channel Neo Sports will relaunch next month.