The Indian Premier League (IPL) is not just about cricket; it’s a spectacle that captivates millions across the globe. With the 2024 season in full swing, brands are leveraging this platform to showcase their creativity and connect with audiences like never before. From heartfelt tributes to quirky storytelling, let’s delve into some of the standout brand campaigns of IPL 2024.
Top IPL 2024 Campaigns
1. Dream11
Fantasy gaming giant Dream11 goes beyond the usual celebrity vs cricketer trope in its 2024 campaign. They delve deeper, showcasing the friendly banter and competitive spirit that exists between friends, siblings, and even in-laws when it comes to IPL. The campaign features a star-studded cast of cricketers, actors, pop culture icons, digital creators, and legendary Indian cricketers. This diverse group reinforces the campaign’s mantra: “Team se bada kuch nahi” (There’s nothing bigger than the team). Cricket stars like Rohit Sharma and Rishabh Pant are already spreading the message on social media.
2. Cadbury Dairy Milk
Cadbury Dairy Milk steps away from the action on the field and focuses on the unseen heroes who nurture cricketing talent – the coaches. Their #ThankYouFirstCoach campaign of IPL 2024 is a heartwarming tribute to the mentors who shape young players’ dreams. The campaign features stories of the first coaches of stars like Surya Kumar Yadav (Mumbai Indians) and KL Rahul (Lucknow Super Giants), highlighting the journey from local grounds to grand stadiums. They invite fans to participate by honoring their own first mentors.
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3. Zomato
Zomato’s IPL 2024 campaign, starring Ranveer Singh, Chris Gayle, and Rinku Singh, intertwines the love for cricket with the diversity of Indian cuisine. Through tailored ads across platforms and collaborations with JioCinema, Zomato crafts an immersive experience for fans, celebrating the spirit of the game and the joy of food. With humor and personality, Zomato’s campaign transcends advertising norms, captivating audiences nationwide.
4. Jio Cinema
JioCinema’s latest campaign for the TATA IPL 2024 season stars MS Dhoni in a double role, highlighting the growing trend of digital sports consumption among Indians. The tongue-in-cheek ad films humorously depict the excitement of watching the IPL on digital platforms, emphasizing JioCinema’s commitment to presenting the tournament with accessibility and affordability. With a focus on showcasing MS Dhoni in a relatable manner, the campaign resonates with fans and sets the stage for another thrilling season of cricket.
5. PUMA
PUMA India’s IPL 2024 campaign, featuring Delhi Capitals’ players Rishabh Pant, Ishant Sharma, and Yash Dhull, aims to engage with the team’s fanbase by celebrating Delhi’s characteristic aggression with the hashtag #DelhiSaveTheFight. The campaign film, “Delhi, Save the fight for the game,” encourages fans to bring their passionate spirit to the cricket field. With a humorous take on Delhi’s innate nature, the campaign resonates with the city’s love for cricket and aims to uplift the game with positivity. As the official kit partner of Delhi Capitals, PUMA continues to strengthen its commitment to spreading the excitement of cricket culture in the country through innovative campaigns like this.
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6. Tata Salt
Tata Salt’s decision to revive its ’80s jingle for the 2024 IPL campaign aimed to strengthen the connection many consumers have with the brand and build salience. Despite the likelihood that most viewers hadn’t heard the jingle before, the nostalgic tune served to reinforce Tata Salt’s deep penetration in Indian households. The campaign, conceptualized by Ogilvy, focused on ensuring that present consumers remember Tata Salt as a familiar and trusted brand, aligning with its objective of business growth. The decision to stick with the old jingle was part of a high-frequency campaign strategy to maintain brand visibility, while also aiming to showcase the brand’s lighter side and evoke a sense of unity beyond the confines of the kitchen.
7. Parle Products
Parle Products, a stalwart in the industry, knows the value of staying top-of-mind in today’s fast-paced world. With a substantial investment during IPL 2024, Parle reintroduced its ‘Branded House’ concept, showcasing its diverse brand portfolio to a wide audience. Led by Vice President Mayank Shah, this strategic move aims to maintain relevance and visibility in the ever-evolving consumer landscape.
8. Gulf Oil
Gulf Oil Lubricants India launches its ‘Gulf Unstoppable Army’ campaign, marking its presence in IPL 2024 with a pioneering approach that empowers fans and supports Chennai Super Kings (CSK) players. Departing from conventional strategies, the campaign celebrates the passion of CSK fans and invites them to actively participate in crafting Gulf advertisements through the #GulfUnstoppableArmy initiative. By prioritizing player development and engaging fans as creators, Gulf Oil redefines cricket advertising, amplifying its impact across digital, television, and outdoor platforms, as IPL T20 unfolds.
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9. My11Circle
Games24x7’s fantasy sports platform, My11Circle, launches its IPL 2024 campaign with a promise of excitement and anticipation, titled “My11Circle pe ek crore toh bas shuruwaat hai, socho..kitni badi baat hai!”. Featuring cricket sensations like Saurav Ganguly, Shubman Gill, and others, the campaign hints at a monumental first prize exceeding Rs 1 crore, inviting fans to deepen their connection with the sport and enhance their experience. As the official partner of IPL and title sponsor for Lucknow Super Giants, My11Circle aims to elevate the cricketing extravaganza through strategic collaborations with partners like JioCinema and engaging fan activities, resonating with cricket enthusiasts nationwide.
10. PayZapp
HDFC Bank’s PayZapp joins the cricket frenzy with a humorous ad featuring RCB players, emphasizing the irony of players being choiceless in the ad while promoting multiple payment options on the app. Created by Wondrlab India, the ad aims to break through the clutter of the cricket season and enhance PayZapp’s visibility and brand recall as the official payments partner of RCB. With its quirky approach, the campaign resonates with cricket enthusiasts during IPL 2024, capturing attention both on and off the field.
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Disney Star and JioCinema: A Digital Powerhouse Emerges in IPL 2024 Campaigns
This year marks a significant development with the merger of Reliance Industries’ digital assets with The Walt Disney Company’s in India. This new entity holds exclusive rights to IPL streaming and broadcasting. The opening day saw a record-breaking performance, with Disney Star clocking over 16.8 crore viewers and JioCinema platform amassing a whopping 590 million video views.
More IPL 2024 Campaigns to Watch Out For
While the information above highlights a few prominent campaigns, there are undoubtedly many more creative efforts from other brands vying for your attention during the IPL season. Keep an eye out for campaigns by:
- Mobile gaming and fantasy sports platforms (beyond Dream11)
- Sportswear brands
- Quick service restaurants
- Online marketplaces
- Automobile companies
These are just a few examples, and the variety ensures there’s something for everyone.
Wrapping up
With a blend of star power, quirky storytelling, and emotional connection, brands are ensuring that the entertainment goes beyond the cricket pitch. So, sit back, relax, and enjoy the IPL season, both on and off the field!
