The Impact Of IPL On Brands And Its Marketing Strategy

The Impact Of IPL On Brands And Its Marketing Strategy

The Indian Premier League (IPL) is one of the most awaited festive mini-events in India. It is not just a sporting event but an emotion, a feeling for all Indians around the world. It has a huge national following with the full investment of billions of people of different ages, castes and religions. Watching the IPL is a wild business in India with the second largest population and a country full of cricket fans . Statistics show that IPL TV and OTT viewership reached around 426 million last year. And in 2023, for the first 10 matches, Star Sports, the official broadcaster of IPL 2023, recorded a staggering viewership of 6,230 minutes. The broadcaster attracted 23% more people than the previous IPL season with a total viewership of 30.7 million viewers in its first 10 matches. JioCinema reported that the site received 5.5 billion unique video views in its first week of operation. On 12 April 2023, the Chennai Super Kings vs Rajasthan Royals match attracted 22 million concurrent viewers, breaking the previous record.

Known as the festival of cricket, IPL has become one of the most influential leagues in the world today. This is the perfect time to master the consumer's mindset for a short time. Over the years, IPL has provided a platform for brands to project a clear image and promote themselves like no other platform. Especially during the IPL , advertising on online and OTT platforms has become practically essential for most major businesses. IPL enables brands to shape consumer views and opinions. Many brands that mainly come from the consumer segment are spending heavily on their products this season. Brands peak in sales and achieve 30%-40% of their annual sales targets during the IPL season. Brands associated with such a popular platform across the country help build consumer perception and build retailers' confidence in offering their products and services to the public. There are countless opportunities to develop marketing strategies and engage with your audience during this time.

Let's find out how the brand relates to IPL for their marketing strategies.

  • Communicate with the public.

IPL is a great opportunity for brands to connect with their target audience. It helps connect regional and international audiences. Now is the right time to reach the right audience. Tactics like foresight, beautiful storefronts and creative campaigns help the brand drive rich results while reaching your customers through the right platform at the right time. Advertising and promoting your brand through major streaming platforms can help engage younger audiences.

  • Maximum use of holidays.

Commercial breaks during an IPL match can be one of the biggest boons for a brand to advertise. Everyone is waiting for the next game event and it is a fact that you will probably not choose to switch to another channel in order not to miss the opportunity to start another game. Brands should take advantage of this situation and create an attractive marketing strategy to attract fans by creating a lasting impression on them.

Brands create relevant content for their audience. The IPL is a great opportunity for brands to target consumer emotions by adding a human touch to their advertising and strategy. As Indians, we always attend gatherings with family, friends, colleagues, etc. that create a moment. This is the moment the brand should aim for. Additionally, the brand creates humorous social media posts, interesting spins, memes on IPL suites that significantly promote the maximum engagement value of their customers.

  • Engage the audience mindset.

Since the easing of Covid-19, IPL has seen a huge online and offline audience. Brands use this fact to create strategies based on the mindset of consumers in order to reach the widest audience. The millions of viewers engaged by the IPL help the brand engage with influencers, run successful live and online campaigns, challenge competitors and maximize their reach with cross-border audiences. Most of the audience is fully engaged on social media during the IPL season, brands can take advantage of this fact to create huge buzz on their pages and promote themselves in annoying ways.

Finally, to sum up, IPL has been and always will be a great season for brands to showcase what they have in their products or services. Millions of people watch IPL through which an effective marketing strategy can boost any brand, build its name and create memorable advertisements.

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Disclaimer

The opinions expressed above are the author's.

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IPL Marketing Strategy In Hindi / How IPL Became One Of The Richest Cricket Leagues

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