How advertisers are maximising impact beyond the IPL season

The Indian Premier League (IPL), now in its 19th season, continues to reign supreme in the world of sports. Its immense popularity has transformed it into a goldmine for advertisers. Over the years, the way advertisers associate with the IPL has undergone a significant transformation, driven by evolving expectations, a relentless pursuit of ROI, and ever-changing aspirations.

While brand awareness remains crucial, advertisers seek a deeper connection with the audience. They strive to turn viewers into brand advocates, leveraging the passionate IPL fanbase to amplify brand messaging and drive organic reach. This necessitates a shift from generic advertising to creating content that resonates with the audience, fostering a sense of community and shared passion for the game.

Trishul Bhumkar, Managing Partner, Zenith India aptly categorises IPL advertisers into three segments:

• Core cricket/ Reach Advertisers: These brands leverage the IPL’s massive reach to build brand awareness.
• Launchpad Advertisers: They utilise the IPL’s popularity to coincide with their product launches.
• New-age Advertisers: They view the IPL as just another platform in their media mix, not solely a cricket-centric opportunity.

Bhumkar highlights a crucial trend – the continuous rise of the third category. This signifies a shift from mere branding towards a focus on deeper engagement with the audience.

Jigar Rambhia, Sports Lead at Omnicom Media Group India, echoes this sentiment, highlighting the growing emphasis on long-term partnerships, digital activations, and data-driven strategies to maximise impact beyond the IPL season.

Amita Srivastava, Vice President, Carat India, pinpoints the increasing importance of data and analytics in measuring campaign success. Advertisers meticulously analyse metrics like viewership, social media engagement, website traffic, and sales data to determine the campaign’s effectiveness and calculate ROI accurately. Advanced analytics empower them to understand audience behaviour and tailor their messaging for better resonance.

With the rise of digital platforms and mobile devices, advertisers are no longer confined to traditional television. They are actively leveraging platforms like YouTube, Hotstar, Jio, and social media to target specific demographics and engage users with personalised content, mobile apps, and interactive ads. This omnichannel approach maximises audience engagement and brand exposure.

Sponsorships and partnerships are no longer limited to mere logo placements. As Shantanu Ghosh, Head of Sports, Wavemaker India, states, "Advertisers have been constantly evolving in the way they have been associating with IPL over the years. IPL is the biggest platform where a brand can be showcased. Brands have been seeking creative ways of de-cluttering their offerings on IPL to stand out from the rest."

Ultimately, IPL partnerships are seen as a way to strengthen brand image and establish a deeper connection with consumers. Advertisers leverage the IPL’s cultural significance to associate their brands with values like excitement, passion, and sportsmanship. Through consistent messaging, storytelling, and experiential marketing, they aim to build strong brand associations that resonate with IPL fans and contribute to long-term brand loyalty.