In a landmark achievement that sent ripples across cricketing circles, UFK Media successfully completed a groundbreaking project that redefined Lahore Qalandars' digital narrative. The franchise’s platforms recorded an astonishing 511.3 million organic views, setting a new benchmark for engagement in franchise cricket in Pakistan.
This unprecedented milestone stands as one of the most significant digital breakthroughs in Pakistan’s franchise cricket history, with organic viewership numbers placing Lahore Qalandars among the top-performing teams in the country.
The project, led by UFK Media’s creative and operations team, was built on a vision to bring fans closer to the heart of Qalandars by capturing not just match-day action but also the culture, character, and community behind the team. From raw behind-the-scenes access to emotionally driven storytelling and vibrant social media narratives, UFK Media turned content into a movement.
A key part of the campaign’s virality was the timely inclusion of memes, especially after match wins. These light-hearted, relatable, and often humorous takes became instant fan favorites, helping Qalandars dominate timelines and WhatsApp groups alike. This quick, culturally aware content made fans feel like part of the moment and extended the life of each victory far beyond the final ball.
Sameen Rana, team director of Lahore Qalandars, also praised the impact of the campaign: "I would like to thankUmar for his leadership in driving the narrative and keeping our fans closer to us. It's not me praising but the world is speaking about the success of the digital coverage this season. I congratulate you and your team for the excellent work for us."
On the achievement, Umar Farooq Kalson, founder of UFK Media, said: "This wasn’t just about content, it was about connection. We wanted to humanize Qalandars, show their struggles, spirit, and joy in a way that resonated beyond the boundary rope. The numbers are historic, but what truly matters is that fans felt seen, heard, and part of the journey."
The campaign delivered innovation at every level. From vertical storytelling to real-time reactions, personality-driven pieces, timely memes, and strategic use of regional and youth-focused language, it resonated with hardcore fans as well as digital natives discovering cricket culture in a new way.
Lahore Qalandars’ management acknowledged the transformative impact of the campaign, noting it reshaped their digital identity and built a loyal, global fan base with engagement levels unseen in previous seasons.
With this milestone, UFK Media has established itself as a powerhouse in cricket media innovation, with its Qalandars campaign becoming a blueprint for future digital strategy in franchise sports.
This success builds on UFK Media’s growing portfolio of high-impact projects. Prior to this, the company led digital media campaigns for Zim Afro T10, Abu Dhabi T10, and Lanka T10 Super League. Each of these assignments demonstrated UFK’s ability to capture the energy of fast-paced cricket while building distinctive digital identities for emerging leagues.