The Indian Premiere League used to be a mega celebration of cricket and now it’s also transformed into the biggest marketing platform. Along with the cricketers battling to win, brands also battle to capture the attention of millions of viewers.

After IPL 2023’s record-breaking television viewership of over 500 million, the tournament has returned to entertain the nation and provide significant benefits to advertisers this year. Here’s what’s happening in IPL advertising so far that can help brands to reach the viewers.

Creative content strategies

Creativity has always been at the heart of successful brand campaigns in IPL. Whether it’s Dream11’s star-studded campaign Team Se Bada Kuch Nahi, or Cadbury’s #ThankYouFirstCoach, brands are using relatable emotions and nostalgia-filled storylines to connect with the audience.

Flipkart’s unique #BigTvBiggerDiscounts billboard campaign is another good example of creative content strategy. In spite of not being an IPL sponsor of any kind, Flipkart used this brilliant campaign to leverage IPL without a direct association.

While most brands are talking about IPL, Flipkart decided to highlight the brands which are IPL sponsors. The billboards engaged with various brands like BoAt, Zomato, and Pedigree in a witty banter and grabbed the attention of audiences and brands alike.

Bisleri is another brand maximising the marketing opportunity with IPL. With it becoming the official hydration partner with 5 of the IPL teams this season, their marketing team is all set to offer audiences immersive experiential encounters. They’re expanding their #DrinkItUp campaign with in-stadium branding, product experience, and individual limited edition packs. Their Instagram is on full swing with creative reels and collaborations. They’ve also launched their #BisleriXMumbaiIndians limited-edition packs on Instagram through a creative animation.

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Creator collaborations

Over the years, the creator economy has become a potent tool for brands seeking to connect with IPL audiences. In IPL 2023, active influencer marketing on Instagram and YouTube led to 15-20% higher engagement rates than traditional marketing. During the 2023 IPL season, JioCinema achieved success with a staggering 75 million reach across 77 influencers, setting a new standard for social media engagement.

Following in similar footsteps, a report by Qoruz anticipates a significant rise in influencer marketing activity during the ongoing IPL 2024, with a 50% increase in influencer shoutouts expected. Meta has also partnered with Star Sports and collaborated with over 250 content creators to enhance the fan experience.

This collaboration not only encourages people to be more active on Instagram and Threads, but also provides them with a platform to share their opinions with their favourite creators. ‘Cheeky Singles’ by CarryMinati, an influencer-led series sponsored by Star Sports is one such example of how brands are leveraging the creators.

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Targeting the right audience

Jio Cinema, the official streaming platform for IPL 2024, recognizes the immense value that the IPL offers to brands. In a bid to support these brands, Jio has launched its Brand Spotlight initiative. Through this initiative, five brands launched their IPL campaigns during the first five overs of the opening game. The brands that were given the spotlight included Dream11, Thums Up, Britannia, Dalmia Cement, and HDFC Bank.

These ads were presented in an elevated mini-events fashion. They were given exclusive airing rights during the first six overs to capitalise on the maximum attention and engagement from viewers. Not just that, Jio has also created a moment for marketers by letting the marketers share their insights and campaign inception stories. All this content can be watched on exclusive JioCinema brand spotlight rail on the JioCinema App. The platform has also introduced various features such as video ads with companion banners, click-to-chat on WhatsApp, and regional feeds among many more to help brands reach the masses.

Connected TV is another way for brands to reach their target consumers. There has been a clear surge in CTV viewership over the past few years, and advertisers are capitalising on it. CTV also offers a diverse reach and brands are leveraging that by collaborating with micro and mega influencers. Star Sports’ “Star Creator’s Network” is one such making the use of CTV. They’ll be inviting experts to get into the nitty-gritty of the matches and engage fans through various social media platforms.

Brands can sync their ads with highlighted moments from the IPL to capture the attention of viewers. According to MiQ’s Advanced TV research report, 56% of viewers often or almost always use a second screen while streaming or watching content on TV. As a result, brands can retarget the same consumers across devices to deliver tailored ads.

Also Read: IPL Advertising: Innovative Ways Brands Can Reach The Viewers

Conclusion

IPL 2024 has just begun and it’s been a promising advertising spectacle so far. There’s a lot more to unfold as the season continues, so keep an eye out to see how IPL advertising is helping brands reaching their audience.

Dream11 is one brand that has already made waves with its campaign. We spoke to its CMO, Vikrant Mudaliar, and Shriram Iyer, Co-Founder and Group CCO of Quotient Ventures, the holding company that owns Tilt. We discussed everything from the changing landscape of IPL advertising to how Dream11’s campaign came into being. If you’re curious to know the answers, watch the video.