1. Merging Cricket and Entertainment to Create a Cultural Phenomenon
The IPL isn’t just a cricket tournament – it’s a national festival where sports meet showbiz. Lavish opening ceremonies, Bollywood team owners like Shah Rukh Khan and Preity Zinta, and appearances by global artists add an unmatched layer of glamour to IPL advertising.
Why It Matters for Brands:
This entertainment-first approach captures both sports enthusiasts and pop culture fans, making IPL a one-of-a-kind marketing platform. JioCinema opened the 2024 season with over 11.3 crore viewers logged in on Day 1, a 51% increase compared to Day 1 of IPL 2023.
2. Unmatched Pan-India Reach with Multi-Platform Accessibility
IPL bridges the rural-urban divide like no other event. Platforms like JioCinema have amplified IPL’s reach to the smallest villages through affordable devices like JioBharat and multi-language streaming in 12 regional languages.
Why It Matters for Brands:
This reach allows advertisers to connect with audiences in tier 2 and 3 towns while still appealing to metro consumers. Brands targeting regional audiences achieved better engagement when ads were localized.
Tamil Nadu and Andhra Pradesh emerged as leading regions for regional ad performance, with vernacular campaigns improving engagement metrics by over 20%.
3. Premium Targeting with Connected TVs and Celebrity Partnerships
JioCinema’s Connected TV (CTV) ads enable brands to reach affluent audiences in premium households, giving them a chance to target high-value customers with longer, engaging formats.
Why It Matters for Brands:
IPL’s association with Bollywood and luxury has always attracted aspirational audiences who are willing to spend on premium products.
Example: Spinny, a used car platform, ran an extensive brand awareness campaign during IPL 2023 on JioCinema, specifically leveraging Connected TV (CTV). The campaign aimed to target a mid-to-high-income demographic (ages 25-45) and increase brand recognition across India.
Key Highlights:
- Strategy: Spinny collaborated with cricket legends like Sachin Tendulkar, Yuvraj Singh, and Anil Kumble, tapping into the nostalgic value associated with these players. This approach resonated strongly with cricket enthusiasts.
- Platform Choice: The campaign utilized JioCinema’s CTV inventory, capitalizing on its high-impact reach and the popularity of IPL streaming on digital platforms.
- Results: According to Kantar’s brand lift study:
- Aided awareness increased by 9%.
- Online ad awareness grew by 5%.
- Brand favorability rose by 7%.
- Purchase intent and message association improved by 12%.
4. Combining Reach with Emotional Resonance
IPL is a high-emotion sporting event. Its iconic moments—like match-winning sixes, heated rivalries, and player milestones—create a fertile environment for emotional storytelling.
Why It Matters for Brands:
Connecting your brand to these moments strengthens emotional resonance, which translates into higher brand recall.
Case Study: Crex, a rising cricket analysis platform, strategically partnered with The Media Ant (TMA) to amplify its presence during IPL 2024. The campaign was designed to resonate with cricket enthusiasts under 30, leveraging ads featuring brand ambassador Shikhar Dhawan. Crex utilized diverse ad formats such as Mid-Rolls and Squeeze-Ups during high-impact moments like “Super Sixes,” ensuring real-time engagement. The campaign reached 48.1 million unique visitors, with 10.5 million via Connected TV and 37.7 million through household internet platforms. This multifaceted approach resulted in Crex becoming the top-rated sports app on the Play Store, achieving high app downloads and engagement.
5. Innovations in Interactive Advertising for Engagement
JioCinema has revolutionized IPL advertising with interactive ad formats, including real-time polls, clickable carousels, and gamified experiences, creating an engaging viewer experience.
Why It Matters for Brands:
Interactive ads don’t just capture attention—they involve viewers, leading to higher engagement, retention, and conversions.
Case Study: PhonePe leveraged IPL 2021 to enhance brand visibility across India. The campaign strategically targeted young adults aged 18–24 and 25+ through digital streaming on Disney+ Hotstar. By associating its brand with high-impact moments like in-stadium visibility and player jerseys, PhonePe created a strong emotional connection with cricket fans. Additionally, the campaign incorporated multi-faceted media strategies, including short video ads, banner ads, and personalized messaging. Interactive moments, such as giveaways during peak excitement, and collaborations with cricketers further boosted engagement.
Results:
- Achieved 49.3 million unique viewers.
- Garnered 1.6 billion ad impressions.
- Increased aided brand awareness by 11% in the 18–24 demographic.
- Boosted purchase intent by 10% among young adults.
Future Trend:
With advancements in AI, IPL 2025 is expected to introduce even more personalized ad formats, including tailored recommendations based on real-time viewer behavior.
Why IPL Advertising Stands Out in 2025
IPL advertising offers the perfect mix of glamour and reach, catering to diverse demographics while delivering high ROI for brands. It’s not just about visibility—it’s about connecting emotionally with your audience through moments they cherish and remember.
Whether you’re a luxury brand targeting urban elites or an FMCG company penetrating rural markets, IPL 2025 offers you a platform to build recall, drive engagement, and scale your business like never before.Combine the glamour of cricket with unmatched reach and engagement by advertising during IPL 2025. Whether you’re targeting urban luxury buyers or rural cricket fans, IPL offers a platform like no other. Visit this page to explore advertising opportunities and submit your details today!
