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.
