IPL 2025 is more than just cricket—it’s a 60-day advertising festival that attracts over 650 million viewers (Digital & TV combined, source) from all corners of India. For brands, it’s the ultimate stage to amplify visibility, engage audiences, and cement long-term brand recall. However, standing out in this high-stakes competition requires carefully planned strategies and proven tactics.
From selecting the right ad formats to leveraging IPL’s regional and digital reach, here’s a comprehensive guide to strategies that brands can adopt—and adapt—for success during IPL 2025.
1. The Power of Early Campaign Planning
Why Early Planning Matters
Advertising during IPL is a highly competitive space. Brands that book slots early secure better pricing, premium ad positions, and the flexibility to craft more impactful campaigns.
- Illustrative Example*: A leading consumer electronics company aimed to maximize its reach during IPL. By securing pre-roll ad slots six months in advance, the brand benefited from early-bird pricing, resulting in a 20% reduction in CPI compared to standard rates. This strategic move ensured prominent placement during high-traffic matches, leading to increased brand visibility and engagement.
Actionable Tip:
Begin planning at least 2-3 months in advance to align ad placements with key matches and regional interests.
2. Regional Targeting: A Game-Changer
The Rise of Regional Language Ads
With IPL streamed in 12 regional languages on JioCinema, brands can create hyper-local campaigns that resonate deeply with audiences. This strategy is particularly effective for tier 2/3 cities and rural markets, where native-language ads build stronger emotional connections.
Illustrative Example*:
A Tamil Nadu-based spice brand, extensively leveraged regional advertising during IPL seasons. They aired Tamil-language TV ads during Chennai Super Kings matches to tap into the massive fanbase in the state.The brand saw significant brand visibility and a boost in sales, especially in rural Tamil Nadu, where their relatable, vernacular ads connected deeply with consumers.
Actionable Tip:
Identify regional hotspots for your target audience and localize your messaging to their cultural and linguistic preferences.
TMA Client Case Study:
Clarke Gable, a premium Indian menswear brand, utilized JioCinema’s IPL and WPL 2024 digital platforms to target Tamil and Malayalam-speaking audiences in South India. The campaign focused on:
- Localized Content: Ads in Tamil and Malayalam for cultural relevance.
- High-Impact Formats: Mid-roll and fence ads during strategic match moments.
- Regional Reach: Ads primarily focused on Tamil Nadu and Kerala.
Results:
- Tamil Feed: 3.45 million viewers with 9.54 million impressions.
- Malayalam Feed: 0.12 million viewers with 0.26 million impressions.
- Mid-roll ads significantly boosted engagement and brand recall among the regional audience.
3. Timing Ads Strategically
Why Timing is Crucial
IPL’s match structure offers multiple high-engagement moments—pre-match hype, mid-match strategic timeouts, and post-match analysis. Each of these slots presents a unique opportunity to connect with audiences.
- Illustrative Example*: A beverage brand ran ads during mid-match strategic timeouts in IPL 2024, leveraging peak attention spans to boost recall by 60%.
Timing Recommendations:
- Pre-Match Slots: Build anticipation and excitement.
- Mid-Match Slots: Leverage high engagement during timeouts.
- Post-Match Slots: Associate with key moments like “Player of the Match.”
TMA Client Case Study:
Agilus Diagnostics leveraged IPL 2024 to achieve nationwide brand visibility by utilizing a multi-channel advertising approach on JioCinema. The campaign employed both OTT and CTV platforms, strategically placing ads during live match broadcasts and key moments like alternate innings. By delivering over 34.3 billion impressions on handheld devices and 3.5 billion on Connected TVs, the campaign reached 168.3 million unique users on handheld devices and 12.3 million on CTV. These efforts led to a 13% increase in brand awareness and purchase intent among audiences, particularly engaging viewers aged 30–40.
4. Picking the Right Ad Formats
Key Ad Formats for IPL 2025 Success
JioCinema’s digital-first platform offers versatile ad formats that cater to every campaign objective:
- Pre-Roll Ads: Short video ads played before live matches or highlights. Perfect for brand awareness.
- Mid-Roll Ads: Interactive banners or carousels shown during match breaks, ideal for engagement and conversions.
- Native Companion Ads: Persistent banners integrated seamlessly into the match interface for sustained visibility.
Illustrative Example*: A quick-service restaurant (QSR) ran mid-roll clickable ads offering discounts on match-day meals, leading to a 150% increase in orders during IPL 2024.
Actionable Tip:
Match your ad format to your objective—pre-rolls for awareness, mid-rolls for engagement, and carousels for conversions.
TMA Client Case Study:
A cryptocurrency exchange brand, focused on young, tech-savvy investors (18–24 years) by sponsoring IPL 2021 on Disney+ Hotstar. It used mid-roll advertisements and an interactive companion carousel to maximize visibility and engagement. The campaign was designed to resonate with viewers by leveraging contextual ads that aligned cricket strategies with cryptocurrency investments.
Results:
- 18% increase in aided brand awareness, rising to 27% among the younger demographic.
- 12% uplift in message association with its campaign tagline “Trade kar befikar.”
- 20% growth in purchase intent among the younger audience, showing a strong connection with its target group.
5. Building Emotional Connections Through Storytelling
IPL’s Emotional Appeal
Cricket is more than a sport in India; it’s an emotion that unites millions. Brands can tap into this passion to craft storytelling campaigns that resonate deeply with IPL audiences.
Illustrative Example*: A pre-owned car seller brand’s IPL campaign celebrated cricket’s spirit of togetherness, resulting in a 200% increase in leads from tier 2 cities.
Storytelling Themes That Work:
- Celebrating cricket fans’ passion.
- Aligning brand values with IPL’s cultural significance.
- Highlighting regional heroes and teams.
Examples:
Dream11’s #SabKhelenge Campaign (2023)
This campaign brought together Bollywood stars and cricketers, playing on the theme of role reversals, and emphasizing that everyone can participate in the game, much like Dream11’s platform.
CRED’s ‘Play It Different’ Campaign (2022)
CRED’s 2022 campaign featured nostalgic elements and unexpected celebrity appearances, creating a buzz with its unique and humorous storytelling approach.
Vodafone’s ZooZoo Campaign (2009)
Introduced during IPL 2009, the ZooZoos were quirky, white, animated characters that humorously showcased Vodafone’s value-added services. Their unique design and engaging narratives made them an instant hit.
TMA Client Case Study:
Spinny, a brand revolutionizing the pre-owned car market, leveraged IPL 2023 and 2024 to boost its brand presence and connect emotionally with consumers. It used Connected TV (CTV) ads on JioCinema and associated with cricket legend Sachin Tendulkar to amplify its message of trust and reliability. The IPL platform allowed Spinny to position itself as more than just a car marketplace—one that delivers dreams and emotional connections tied to car ownership.
Key results included:
- A 9% increase in aided brand awareness.
- A 5% boost in online ad recall, as per Kantar’s brand lift study.
- Enhanced visibility in tier 2/3 cities through a culturally resonant campaign.
- Successfully transitioned from being a challenger in the used car market to a trusted leader.
6. Real-Time and Festive Marketing Opportunities
Real-Time Reactions
IPL’s unpredictable and dramatic moments create opportunities for real-time marketing. Brands that react quickly to viral moments can amplify their campaigns significantly.
Illustrative Example*: During IPL 2024, a sportswear brand capitalized on a player’s record-breaking performance by launching limited-time offers on cricket gear, leading to a 25% spike in sales.
Festive Campaigns During IPL
IPL often overlaps with major festivals like Holi and regional celebrations, allowing brands to combine cricket and festivity in their messaging.
Illustrative Example*: A clothing brand’s campaign for Holi used cricket-themed visuals, achieving 30% higher engagement on Instagram.
TMA Client 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.
7. Monitoring Campaign Performance and Optimizing
Why Optimization is Key
Campaign success requires ongoing monitoring and adjustments. JioCinema’s real-time analytics provide detailed insights into ad performance, allowing brands to refine their strategies mid-campaign.
Illustrative Example*: An e-commerce platform replaced underperforming carousel categories with trending products mid-campaign, increasing CTR by 20%.
Actionable Tip
Track metrics like impressions, click-through rates (CTR), and engagement. Use A/B testing to determine which creatives and CTAs perform best.
8. Conclusion: Winning the IPL 2025 Advertising Game
IPL 2025 is a marketing marathon that demands strategy, creativity, and adaptability. By adopting proven tactics like early planning, regional targeting, and real-time engagement, your brand can stand out and achieve incredible success during this 60-day advertising bonanza.
Want to win big during IPL 2025? Copy these strategies and make your brand shine in India’s most-watched cricket tournament. Visit this page to explore advertising options and submit your details today.
