by The Indian Premier League (IPL) isn’t just for cricket fans—it’s a marketing battlefield where brands fight for attention.
While big players burn millions on sponsorships, you don’t have to.
The Reality Check: IPL Ad Costs Are No Joke
Before diving into strategies, here’s why IPL marketing is exorbitant:
- TV Ads: A 10-second spot on Star Sports costs around ₹17-18 lakh.
- Digital Ads: JioCinema offers premium ad placements at high rates.
- Team Sponsorships: Tata’s IPL title sponsorship was valued at ₹250 crore.
For most brands, these numbers are unthinkable. But with creativity, IPL marketing can be worked out without spending hefty sums.
Smart Strategies to Maximize output during IPL Without Overspending
1. Moment Marketing – Strike While It’s Hot
IPL is unpredictable, and that’s where brands can thrive with real-time engagement.
Example: Swiggy Instamart’s “Ab Bas IPL” campaign in 2023 capitalized on the frustration of long match breaks by promoting quick snack deliveries. Their witty social media posts and push notifications during timeouts engaged audiences instantly.
Takeaway: We keep an eye on trending moments and craft witty, relatable content in real-time.
2. Influencer Collaborations – Build Credibility with the Leading Faces
Partnering with right influencers allows brands to tap into already engaged fan communities and reach the target audience without splurging on TV ads.
Example: In IPL 2022, Cred used Rahul Dravid in their “Indiranagar Ka Gunda” campaign, which became a viral sensation. It relied heavily on influencer marketing, with cricketers and meme pages amplifying its reach, making it a cultural moment.
Takeaway: We help you find influencers, whose audience aligns with your brand’s identity and create IPL-themed content that sparks conversations.
3. Rich Media & Interactive Ads – Engage, Don’t Just Show
Traditional IPL ads can be skipped, but interactive ads make the users participate.
Example: Dream11’s IPL 2023 campaign included gamified banner ads that let users predict match outcomes, keeping them engaged with the brand while increasing app installs.
Takeaway: Instead of just a passive ad, we create something that users can interact with—quizzes, polls, or AR filters.
4. Guerilla Marketing – Disrupt Without Paying for It
Guerrilla marketing is all about creative hacks that grab attention without big spends.
Example: In IPL 2020, Goldiee Masale launched the #IndianFoodLeague—a campaign that cleverly linked their masala range to IPL teams. Instead of spending on IPL sponsorships, they created match-based content like “Paneer Tikka Punjabiyan De Naal” or “Mysore Masala Dosa Super Kings,” blending food and cricket seamlessly. The campaign took off on social media, getting thousands of shares organically.
Takeaway: Think beyond traditional ads—can you piggyback on the IPL buzz creatively without paying for it?
Conclusion: Smart Play Over Deep Pockets
IPL marketing doesn’t have to drain your budget. By leveraging a bunch of marketing strategies and tactics like moment marketing, influencers, rich media, and guerrilla tactics, brands can stay relevant without spending crores.
At Clevertize, we help brands craft IPL strategies that are high on impact and low on budget.Want to make your brand the talk of the IPL season? Let’s chat.
Reach out to us at saumya@clevertize.com
