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The India Premiere League (IPL) is one of the most awaited mini-festive events in India. It’s not just a sports event but an emotion, a feeling for all the Indians across the globe. It has a massive domestic following with billions of people from different age groups, castes and religions being totally invested in it. The viewership of IPL is a crazy deal in India, a country with 2nd highest population and filled with cricket lovers. As the number suggests, the TV and OTT viewership of IPL reached around 426 million last year. And in 2023, for the first 10 matches, Star Sports, IPL 2023’s official television broadcaster, recorded an astounding 6230 crore minutes of viewing time. The broadcaster attracted 23% more people compared to the previous IPL season with a collective reach of 30.7 crore viewers during the first 10 matches. JioCinema reports that in its first week of operation, the site received 5.5 billion unique video views. On April 12, 2023, the Chennai Super Kings vs. Rajasthan Royals match garnered an astounding 22 million concurrent viewers, breaking the previous record.
IPL been recognized as a cricket festival, has now become one of the world’s dominant leagues. It is a perfect time to dominate the consumer mindset in a short period of time. For years, IPL has been providing brands with a platform to create a distinct image and achieve visibility like no other platform. Especially, advertising on online and OTT platforms during the IPL has practically become crucial for most consumer companies. IPL empowers brands to shape consumer views and opinions. Many brands, majorly which fall under consumer categories notice a huge spend on their products during this season. Brands have achieved their peak in sales and achieved 30% – 40% of their annual sales aim during the IPL season. Brands associating themselves with such a highly viewed platform across the country help in moulding consumer perception and boosts the dealer’s confidence to suggest their products and services to the audiences. There is an endless number of opportunities to build marketing strategies around this period and communicate with their audiences.
Let us dive into how brand associates with IPL for their marketing strategies:
- Connecting with the audiences:
IPL is a great opportunity for brands to connect with their target audiences. It helps in connecting regional as well as international audiences equally. It is the right time to reach out to the right audience. Creating strategies with future insights, excellent exhibition, creative campaigns while reaching out to your consumers during the right time through the right platform helps the brand to achieve flourishing results. Advertising and promoting your brand through major streaming platforms can help pull younger audiences.
- Maximum use of the breaks:
One of the major advantages a brand can take to promote itself is during the commercial breaks being displayed during the IPL match. Each person is waiting for the next happening on the match and it’s a fact that you’ll probably not choose to switch to any other channels to not miss the opportunity for the start of another over. Brands should leverage this situation and create a catchy marketing strategy to attract fans while also creating a long-lasting impression on them.
Brands create content that is relatable to their audiences. IPL is a great opportunity for brands to target the emotions of customers while giving their ads and strategies a human touch. As Indians we are always watching the matches with our families, friends, colleagues and so on which creates a moment. That moment is what a brand should be targeting. Additionally, a brand crafts humorous social media posts, engaging reels, memes on the ongoings of the IPL while significantly promoting its values to gain maximum engagement from their consumers.
- Occupying the audience mindset:
After the Covid-19 relaxation, IPL has seen a huge number of viewership be it online or offline. Brands leveraging this fact to reach the maximum audiences, it creates strategies based on consumers’ mindset. The millions of viewers drawn by the IPL helps offers the brand an excellent platform to collaborate with influencers, carry out successful campaigns, be it live or online, challenge the competitors and maximize their reach to a border audience. The majority of the audiences are totally engaged in social media during IPL season, brands can leverage that fact and create huge excitement on their pages while disquietingly promoting themselves.
Lastly to sum it up, IPL has and will always be a great season for brands to come into the picture and showcase what they have in their products or services. Millions of people watch IPL through which an effective marketing strategy can be a boon for any brand out there creating a name for itself and crafting a memorable outreach.
Disclaimer
Views expressed above are the author’s own.
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