Global marketing firm Cheil Worldwide South West Asia has bagged the creative and digital

RELATED ARTICLES IPL is like a reality show on TV with all the colours Cricket on the drive

communication mandate for GMR Sports-owned IPL team 'Delhi Daredevils', post a multi-agency pitch.

The size of the contract that is valid for one year has not been disclosed.

"The challenge is to build unique brand loyalty for Delhi Daredevils and make it a powerful fan motivator. Our approach centered around engaging the fan online and on ground," Cheil Worldwide South West Asia COO Alok Agrawal said in a statement.

While Leo Burnett is the incumbent agency, eleven creative firms participated in the pitch for the fresh contract, according to the statement.

Globally, Cheil has experience in marketing of events, including the Olympics and Chelsea Football Club.

"We hope to bring all that experience to Delhi Daredevils," Cheil WW SW Asia Managing Director Hong Kim said.

Commenting on the development, GMR Sports Vice-President Amrit Mathur said: "We are looking forward to our partnership with Cheil and building our engagement with our fans in keeping with our overall strategy."

South Korea's Cheil Worldwide has been operational in India since 2003.

The IPL-5 season will commence in Chennai on April 4 and the final will be played at the same venue on May 27, 2012.

Player auction for the 2012 edition will be held on February 4 next year.