The Indian Premier League isn’t just India’s biggest sporting spectacle — it’s a prime-time marketing moment. Every brand, whether it’s a food delivery app or a real estate player, wants in on the action. And for good reason.
For two straight months, cricket has dominated conversations, screens and scrolls. Dinner gets timed around the toss and push notifications suddenly start sounding like match commentaries. For marketers, IPL offers a rare chance to grab attention when the country is collectively tuned in.
Brands aren’t just showing up on TV screens anymore. From catchy emailers and geo-targeted billboards to Instagram reels and fantasy league partnerships, the game has changed. This season, we’ve seen everyone from food apps and fantasy sports platforms to even real estate brands, like Shilp Group, tailoring their campaigns to ride the IPL wave.
So if you’re a brand looking to make noise or a digital marketing agency trying to decode what’s working, here’s a breakdown of campaigns that are playing it smart this IPL.
Table of contents
- Scorecards, Screens & Strategy: Why IPL is a Marketing Powerplay
- The Usual Suspects: Fantasy Leagues & Food Apps That Know the Game
- A Reel Affair: How Streaming Platforms Are Dominating Instagram
- The Quiet Plays: Smaller Brands Making IPL Work for Them
- Marketing Lessons from the Pitch
- Conclusion: IPL is Not Just a Game. It’s a Marketing Festival
Scorecards, Screens & Strategy: Why IPL is a Marketing Powerplay
The IPL is more than just cricket — it’s a full-blown content ecosystem. You’ve got matches on one screen, fantasy points on another and reels flooding your social feed. This constant multi-screen behaviour is exactly what makes IPL a goldmine for marketers.
With over 400 million viewers and counting, the IPL offers unmatched reach. But it’s not just about the numbers — it’s about attention. For two months, people are actively watching, reacting and engaging. This isn’t passive viewership. It’s high-intent, high-energy engagement.
This is where brands step in.
Instead of only spending big on TV spots, smart marketers are weaving campaigns across platforms — digital ads, influencer tie-ups, AR filters, food coupons and even hyperlocal hoardings. The goal? To be part of the moment, not just seen during it.
IPL also creates context — a golden thing in marketing. A pizza deal hits differently when your team is chasing 200. A push notification feels more personal when it knows you’re watching the match.
For digital-first brands, this is the perfect storm — high traffic, engaged users and a predictable calendar. No wonder IPL is turning into the ultimate marketing power play.
The Usual Suspects: Fantasy Leagues & Food Apps That Know the Game
Some brands don’t just participate in the IPL season — they live for it. Year after year, fantasy league platforms and food delivery apps show us how to stay relevant, timely and entertaining.
Dream11 & My11Circle
Fantasy sports platforms like Dream11 and My11Circle aren’t just piggybacking on IPL — they’re deeply embedded in the match experience. Users check these apps before, during and after the match. That’s serious screen time.
This year, both brands leaned into humour, celebrity power and user rewards. Dream11 brought in its now-signature ensemble of cricketers with Ranbir Kapoor and Aamir Khan, it became a huge hit because of it’s right timing.
While My11Circle banked on budding cricketers and local influencers to jump in the pool of IPL marketing.
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Their real win? Creating a second-screen habit that marketers dream of.
Swiggy’s Super Sixes
Swiggy knows that cricket makes people hungry. Their Super Sixes campaign is the perfect mix of timing, gamification and rewards.
Users predict the number of sixes in a match and unlock discount coupons if they’re right. It’s simple, engaging and makes the viewer feel involved. Plus, it turns every big hit into a nudge to order snacks.
That’s how you blend entertainment with conversion.
Zomato’s Notification Game
Zomato has dialled up its copy game this IPL. From witty push notifications like “Out ho gaya? Pizza order kar le” to match-time meal reminders, they’ve understood the pulse of the audience. And ofcourse, how can we not talk about meme marketing while Zomato is being talked about? They are killing that too with smart copies on their delivery boxes of delivery partners.
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They’re not trying to hijack the IPL. They’re just being part of the conversation — and that’s what makes their strategy work.
A Reel Affair: How Streaming Platforms Are Dominating Instagram
If you’re watching IPL highlights on Instagram before you even catch the match live, you’re already in Jio Hotstar’s funnel. As the official streaming partner, Jio Hotstar isn’t just broadcasting cricket — it’s creating a content universe around it.
Jio Hotstar: One Reel a Day Keeps Boredom Away
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From pre-match hype to post-match recaps, Jio Hotstar is posting around four reels a day, keeping the IPL conversation alive even when the match isn’t on. Their feed is a mix of quirky edits, iconic moments and smart hooks — designed to catch the scroll.
They’re not waiting for you to tune in. They’re meeting you where you already are — on Instagram.
What works is their rhythm. Every reel feels timely, every post feels reactive. And when a platform does this consistently over two months, it becomes part of your daily scroll cycle.
They’re not just streaming the IPL. They’re shaping how it’s consumed socially.
The Quiet Plays: Smaller Brands Making IPL Work for Them
Not every brand has a Dream11 budget — and that’s okay. Some of the most interesting IPL marketing this year is coming from brands playing a smarter, quieter game.
Shilp Group: Blending Real Estate with Real-Time Buzz
Shilp, a real estate brand from Ahmedabad, has taken a local-meets-digital approach with its campaign #ScoreBigWithShilp. Instead of going full-on national, they’re using IPL as a contextual hook — both online and offline.
On Instagram, you’ll spot match-day creatives, cricket-inspired wordplay and timely posts that ride the IPL conversation without screaming for attention. Offline, they’re running hoardings in key areas that match the vibe of the season — short, punchy and cricket-ready.
This kind of contextual branding shows that you don’t need a massive media buy. You just need timing, tone and a clear connection to the moment.
The Takeaway? You Don’t Have to Shout to Be Heard
For smaller or local brands, the IPL isn’t about buying airtime — it’s about buying attention. Whether it’s a clever post, a themed offer or a geo-targeted ad, there’s plenty of room to make your move.
Especially for digital-first businesses or those working with a digital marketing company, the IPL is a creative playground. And you don’t need to be in every over — just the right ones.
Marketing Lessons from the Pitch
IPL isn’t just entertainment — it’s a marketing masterclass in real time. Every match, ad, reel and push notification is a reminder of how brands can show up, stay relevant and drive results.
Here’s what the best players are doing — and what every brand (big or small) can learn:
1. Context is everything
Whether it’s food cravings during a chase or a notification right after a wicket, the brands winning IPL season are those who get the moment. They don’t interrupt — they blend in.
2. Be part of the conversation
You don’t need to trend nationally. You just need to speak the language of your audience. A smart copy on a hoarding or a cheeky reel can sometimes do more than a celebrity ad.
3. Digital is the real stadium
From reels to reward-based campaigns, digital platforms are where attention lives. Partnering with a digital marketing agency can help brands stay agile, timely and creative across these channels.
4. Consistency wins over loudness
You don’t have to go viral every day. But showing up consistently — with posts, offers, updates — keeps you in the game. Just like cricket, it’s not always about the sixes. Singles and doubles matter too.
In Conclusion
From fantasy leagues to food apps, real estate creatives to reel marathons, IPL has become much more than a cricket tournament — it’s a marketing moment that keeps evolving with every season.
The brands who win aren’t just watching from the stands. They’re playing smart, staying timely and delivering content that feels natural to the match-day mood.
And if you’re wondering how your brand can get in the game — with or without an IPL-sized budget — the answer lies in strategy, speed and scroll-stopping creativity.
Whether it’s for IPL season or the next big moment, we help brands create campaigns that actually connect.
Game on? Connect with us and let us help you create an impactful campaign!
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The founder and partner of Flora Fountain, Shefali leads the Content and Technology divisions. A one-time engineer who started her career writing front-end code, she took a detour sometime during her 9 years in New York, studied journalism and started writing prose, poetry and sometimes jokes. She now has 15...