Why IPL is now a pop-culture phenomenon for brands

As the cricket fever heats with IPL 2025 round the corner, brands are gearing up to knock it out of the park with high-impact campaigns, star-studded endorsements, and innovative marketing strategies. 

A recent Nielsen report projects that IPL 2025 could generate Rs 6,000-7,000 crore in ad revenue across TV, digital, team sponsorships, and on-ground ads. JioStar alone anticipates Rs 4,500 crore.

Akhil Almeida, Head-Marketing, Bandhan Life Insurance says, “The IPL has become more than just a cricketing event, it's India's largest pop-culture phenomenon. For marketers, it’s an opportunity to study real-time consumer behaviour at scale.”

The Indian Premier League is India’s Superbowl, adds Kunal Gupta, CEO and Co-founder of EMotorad. “For marketers, this means something completely different regarding media distribution and viewership. IPL 2024 became the largest-ever edition regarding audience reach on TV and digital media. The official broadcaster Star Sports recorded an audience reach of 546 million for 67 matches, and for anyone in marketing, this means a huge opportunity.”

Once just another sporting league, the IPL has evolved into a marketing powerhouse, with its cumulative brand value soaring to USD 12 billion in 2024. 

Advertisements during powerplay overs or decisive wickets experience 30-40% greater recall rates, highlights Aditya Jangid, Managing Director, AdCounty Media. When combined with data-driven targeting, IPL ads have the potential to deliver 3-5X better CTRs compared to standard campaigns.

IPL: Only for big budgets?

Wit & Chai Group’s Co-founder Nahush Gulawani reveals that IPL 2025 ad rates for 10-second TV spots are touching 17-18 lakh for both SD and high definition HD channels respectively. Certainly, IPL prime time inventory is reserved for the deep-pocketed brands. But, can brands without large budgets still benefit from the league’s popularity?

Gupta shares, “With this huge opportunity comes bigger budgets, risks, and rewards. Startups can only dream of leveraging this media distribution; we were fortunate enough to be a part of it last year.”

While prime-time IPL advertising is reserved for the deep-pocketed, its popularity spills over into multiple touchpoints like social media buzz, second-screen engagement, influencer content, and real-time trends, Almeida mentions. 

He further elaborates, “Nevertheless, the real evolution is not about bigger spends but smarter, highly contextual brand storytelling that can ride the IPL wave even without massive investments.” 

EMotorad’s Gupta too believes that while IPL media distribution is one of the greatest ways to reach a mass audience, it’s very expensive and the competition for eyeballs is cutthroat. The brand has always relied on creating great content that audiences enjoy consuming rather than being forced to watch.

How to make the most of every over?

In IPL 2025, the most valuable brands won’t just be visible, they’ll create lasting experiences and conversations beyond the final match.

Almeida is of the opinion that the real evolution is not about bigger spends but smarter, highly contextual brand storytelling that can ride the IPL wave even without massive investments. Smart brands can harness these conversations through responsive social strategies, topical creative content, or moment marketing around match highlights. 

Partnering with local content creators will tap into hyper-local engagement, so the message gets through to people across demographics. It's about making moments fans will remember long after the match is over, Jangid says.

The days of ‘one-size-fits-all’ advertising are over, Gulawani claims. The real brand pull from IPL 2025 will  include unmatched reach, real-time engagement and a fiercely loyal audience.

He underlines, “Brands that succeed will be those that don’t just advertise but integrate, entertain, and spark conversations. Whether it’s shoppable ads during live matches, meme-fuelled campaigns, or influencer-driven brand placements, IPL 2025 is the ultimate pitch for storytelling at scale.”

What’s new on the pitch?

Gulawani is seeing a shift from interruptive advertising to immersive brand experiences, from Dream11’s star-studded content blitz to brands seamlessly integrating into the match-day experience through second-screen engagement and influencer-powered watch parties with focus on hyper-personalized digital campaigns.

Dream11’s latest #AapkiTeamMeinKaunHai ad, starring Ranbir Kapoor, Aamir Khan, and cricket stars like Rohit Sharma and Hardik Pandya, ticks all the boxes—humor, engagement, and a compelling call to action. 

Another campaign by EMotorad featured MS Dhoni, who makes an entrance reminiscent of Ranbir Kapoor’s in Animal film and to the film’s signature background music. They made an impactful attempt to create nostalgia while maintaining the buzz from the previous campaigns, making a seamless new addition to the brand story.

“For advertisers, the real game isn’t just TRPs or impressions anymore—it’s share of mind and share of wallet. IPL’s shoppable ad formats, hyper-personalized programmatic buys, and interactive digital storytelling are redefining what ROI looks like,” he adds.

Contextual relevance will be the focus, as per Jangid. “The goal is to blend entertainment with conversion. We will see motion creative in interactive ad formats, gamified experiences, and influencer led campaigns at the forefront.”