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Cricket fever: Unleashing the power of IPL 2024 for brands
Mumbai: Sitting in on a rather dull presentation about IPL advertising at an event recently, I realised that broadcasters and brands are possibly missing a beat at leveraging all the possibilities!
This is not just about the 650 million audience that is expected to view the tournament. The IPL is more than a game of cricket; it has the potential to become a marketing phenomenon catering to brands of all sizes—whether small, midsize, or large.
It’s a platform where advertising creators can finally show their prowess (just as they do at Cannes) except here, the judge and jury will be the viewers.
So, while Hardik, Virat, Dhoni and Co fight for the cup, brands need to fight for attention from cricket communities and consumers. We’re looking for memorable moments, memorable campaigns, memorable community activities that not just resonate with diverse Indian fans but lingers in the collective consciousness way after the last six has been hit and the last super over has been bowled!
What’s exciting is that broadcasters have revved up their offerings so that brands can jump at a number of opportunities. There are a wide array of customized and contextual partnership opportunities including exclusive category led associations. Brands can transcend traditional commercial time slots and leverage assets such as live features, branded capsules, and a variety of other resources.
The digital landscape has fundamentally changed how the IPL interacts with its audience. Through social media, live streaming, fantasy leagues, and interactive apps, fans now enjoy personalized experiences that extend far beyond the confines of the stadium. The IPL has emerged as a social media juggernaut, generating widespread chatter and fostering interactions among millions of users. It’s imperative for brands to acknowledge this potent potential and strategically harness social media to elevate their IPL marketing efforts.
Influencer content is undeniably captivating and resonates well with the audience, as it promotes products in a manner that feels authentic and genuine. Injecting a personality into campaigns draws in more attention. By collaborating with the right influencers, brands can effortlessly tap into their followers’ minds and generate interest in their new products.
The cherry on the cake though is not about broadcasters or digital channels but how teams are strategizing to gain a competitive edge. For instance, consider Chennai Super Kings (CSK), which is leveraging Tamil pride to attract regional brands to solidify fan loyalty.
Meanwhile, the Mumbai Indians have upped the ante by creating a virtual playground. Through an immersive metaverse experience, fans can now craft custom avatars, virtually explore the MI stadium, and engage with players in innovative ways. Additionally, the Royals have joined forces with a gaming studio to unveil an exclusive “Rajasthan Royals Battlegrounds” mobile game. Each team has crafted ingenious concepts that place their fans at the forefront. For brands, the opportunity is ripe for the taking!
The IPL presents a treasure trove of sponsorship and partnership opportunities for brands eager to immerse themselves in its excitement and prestige. At this stage though, while most sponsorships are already in place, it’s important to note that these relationships go beyond mere logo placements; Sponsorships allow brands to leverage the massive viewership and unwavering fan loyalty associated with the league.
With such a vast array of possibilities, imagine if you had a hundred rupees—how would you invest it? Having a go-to-IPL strategy is paramount for any brand looking to make a mark. It’s not enough to solely rely on the reach of the tournament; it’s crucial to assess your goals and carefully choose your actions. Brands that are willing to invest in creating creative sparks and distribute content using an omnichannel approach (social buzz, app engagements, digital channels, offline channels, retail) combined with cricket culture will win. Most importantly, ensure that your goals are measurable so you can derive the maximum value from your investment. Define key performance indicators (KPIs) and leverage analytics to effectively measure campaign success and return on investment (ROI). By doing so, you can refine your strategies and optimise your marketing efforts for maximum impact and effectiveness.
The article has been authored by BOD Consulting’s go-to-market strategy expert and senior partner Kanika Mathur.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
