MUMBAI: What happens when reality television meets the passion of the nation, cricket? Giving viewers the combination of both, Sony Entertainment Television (SET) a few weeks back had announced its first ever sports reality show - Box Cricket League (BCL).

Produced by Balaji Telefilms, the format is conceptualised by Marinating films’ Sunny Arora and Anand Mishra. They are also the co-owners of the show.

As the name suggests, BCL features India’s top 150 TV celebrities divided in eight different city teams.

Moreover, in order to generate the necessary buzz around the whole league, it has assigned the task to White Rivers Digital, a digital company which has established itself in the entertainment and lifestyle space. Via social media, it will help the audience get updated constantly and replicate the locker room drama on digital platforms innovatively.

White Rivers Digital CEO Shrenik Gandhi believes that digital media is a great tool to connect with the viewers real time. “We are thrilled to curate the digital journey for India’s biggest sports realty show. It is an exciting challenge and great opportunity in itself. Digital Media is a great tool to connect with the viewers real time and we look forward to some great action & drama on field, off field and most importantly, online.’’

Arora who is known for his unique ways of marketing and innovative ideas feels that BCL is a unique concept that will garner a lot of public attention and to increase their reach it is very important to strengthen their online presence.

“BCL is a one of its kind idea that will give the audience a sneak peak of their favourite TV celebrities battling out the game of cricket in a Box. With White Rivers being our digital agency on board, we hope to build a strong digital foundation. With their expertise we hope to enhance engagement and brand experience for consumers. The team has shown some great ideas that will mobilise the online audience. We hope we can spread the BCL fire into the digital world as well,’’ he said.