Cricket, Consumers and Conversion: How Brands Strike Gold in IPL Advertising

When it comes to advertising, few events command attention like the Indian Premier League (IPL). In 2024, IPL advertising revenue soared past $500 million, an impressive 15% increase from the previous year. This sharp rise indicates that brands are betting big on the IPL’s massive reach and unparalleled viewer engagement.

As digital ad spending during IPL jumps by over 30%, it's evident that brands are embracing online platforms to connect with their audience. Even more compelling is the fact that brands using interactive ad formats achieved 60% higher engagement rates than traditional ads.

These eye-opening statistics prove that IPL advertising isn’t just another marketing tactic, it’s a psychological phenomenon that brands can’t afford to overlook. Want to discover how brands strike gold with IPL ads? Read on for the ultimate guide to crafting a winning IPL campaign strategy that captures attention, boosts conversions and drives ROI.

Why IPL Advertising Works: The Psychology Behind It

IPL advertising is about creating a deep connection with the audience by tapping into their emotions, passions and experiences. The goal is to integrate the brand seamlessly into the moments that resonate most with viewers. Here's why this approach is so effective:

Social Identity Theory: Fans align themselves with their favorite teams and brands associated with these teams naturally become a part of the fans' identity. This fosters brand loyalty and long-term connections.
Halo Effect: Brands that endorse successful teams or cricketers benefit from the positive image transfer, making products seem more desirable.
Fear of Missing Out (FOMO): Limited-time offers and exclusive merchandise creates urgency, prompting fans to take quick action and make purchases without hesitation.
Emotional Appeal: IPL brings people together with shared excitement and passion. Ads that resonate emotionally leave a lasting impression and strengthen brand recall.

Top 5 Brands That Nailed IPL Advertising & Achieved Massive Recall

Some brands didn’t just compete for attention, they struck marketing gold with unforgettable IPL campaigns. They didn’t just seize the moment, they owned it. Here’s how they did it:

Brand	Key Strategy	Key Takeaway	Impact/Recall
Dream11	Humorous ads with cricket legends and Bollywood stars, leveraging celebrity appeal and wit.	Combining humor with stars helped Dream11 create long-lasting brand recall.	37.7% recall through humor and star power.
Zomato	Personalized, AI-driven ads featuring celebrities, tailored to local tastes.	Innovation and personalized experiences boosted consumer engagement and brand loyalty.	Increased engagement and visibility among restaurant partners.
CRED	Entertaining, quirky ads with celebrities and sports icons, as a co-presenting sponsor on JioCinema.	CRED's entertaining ads kept the audience engaged, turning everyday situations into fun, memorable moments.	Enhanced visibility and recall through entertainment.
Paytm & Jio	Non-FCT strategies, such as sponsorships and stadium branding created a continuous brand presence.	Strategic placements outside traditional ads helped drive greater recall and audience connection.	Achieved recall equivalent to 200 GRPs without traditional ads.
BigBasket	Focused on 10-minute delivery, combining convenience with humor in ads featuring Virat Kohli.	BigBasket tapped into consumer needs for convenience and speed, making their service indispensable.	Boosted visibility as an RCB partner, highlighting delivery urgency.

How Adomantra Boosted an Automobile Brand’s ROI with IPL Advertising

One of our automotive clients wanted to capitalize on IPL buzz to boost both brand visibility and ROI. Here’s how we made it happen:

Objective: Increase brand awareness and sales during the IPL season.

Strategy

Ran bumper ads with catchy slogans and cricket references.
Utilized regional influencers to target specific fanbases.
Implemented interactive social media contests to keep the audience engaged.

Results

40% increase in website traffic.
30% boost in sales during the tournament.
Enhanced brand recall through strategic ad placements.

Please Note. At Adomantra, we prioritize client confidentiality. To uphold our ethical standards, we do not disclose specific brand names or proprietary details in our case studies. Our focus is on sharing strategic insights while maintaining the trust and privacy of our partners.

A Winning IPL Advertising Strategy That Delivers Impact and ROI

Here’s how you can build a winning IPL campaign that not only captures attention but also converts views into tangible results:

Understand Your Audience: Tailor content to IPL fans' preferences—digital-savvy, emotionally engaged, and cricket-obsessed.
Maximize Non-Traditional Placements: Invest in team sponsorships, stadium branding, and in-game ads for greater visibility.
Use Interactive Formats: Engage fans with polls, quizzes and gamified experiences to boost interactions.
Leverage Celebrity and Influencer Power: Partner with cricket stars and influencers to create authentic excitement.
Optimize for Digital: Ensure your ads are optimized for digital platforms to reach engaged online viewers.
Real-Time Analytics: Track performance and adjust strategies to maximize results and ROI.

IPL Advertising: A Non-traditional Advertising Trend to Watch in 2025

The trend of non-traditional advertising emerged as a game-changer in IPL 2024. Brands like Paytm and Jio utilized team sponsorships and stadium branding to reach their audience in subtle, yet highly impactful ways. This shift marks a new era in IPL advertising where visibility and strategic placements replaced the conventional 30-second TVC.

What’s the Takeaway for Brands?

The IPL isn’t just a chance to showcase products, it’s a prime opportunity to immerse your brand in the fans’ journey. Strategic placements, whether digital, on-ground or through partnerships, can build long-term brand recall without the need for heavy ad spending.

So, don’t miss out on the IPL 2025 buzz! Even with the season in full swing, there’s still time to make your mark.

Let Adomantra craft innovative, non-traditional strategies that put your brand in the spotlight, without breaking the bank. Contact us today to own the moment and leave a lasting impression!