As the IPL 2025 season nears its finale, My11Circle has emerged as a standout player in the fantasy gaming space—thanks to a bold, nostalgic marketing move. The brand’s ‘Circle Mein Aaja’ campaign, centered on a remix of the iconic 90s Bollywood track Aaja Meri Gaadi Mein Baith Jaa, reflects a creative strategy focused on cultural memory, cricket fandom, and digital engagement.
Let’s take a closer look at how My11Circle executed this unique campaign and what it reveals about IPL marketing trends in 2025.
The Idea Behind ‘Circle Mein Aaja’
In a tournament saturated with celebrity-driven ads and fantasy gaming pitches, My11Circle made a daring creative decision—remix a song from the 90s, and have its original composer, Anu Malik, record a fresh version.
“Cricket is woven into the fabric of India,” explains Saroj Panigrahi, COO of Games24x7. “We wanted to create something that truly resonates with the IPL’s massive audience. Blending the thrill of cricket with a touch of Bollywood nostalgia felt like the right move.”
The campaign was conceptualized by filmmaker Vasan Bala in collaboration with The Script Room, turning the word circle into a metaphor for community, belonging, and fanhood.
Star-Studded Celebrity Roster
The campaign featured a strong mix of cricket veterans and rising stars:
- Veterans: Sourav Ganguly
- Current Stars: Shubman Gill, Mohammed Siraj, Yashasvi Jaiswal
- International Players: Phil Salt, Marco Jansen, Travis Head
“These athletes go beyond their on-field performances. Their ability to forge connections with fans makes them the ideal campaign ambassadors,” says Panigrahi.
The Power of Nostalgia
Anu Malik’s involvement wasn’t just a throwback for the sake of it. His voice and musical identity brought cross-generational emotional resonance. “We wanted to strike a chord that would be memorable and meaningful to audiences across age groups,” Panigrahi adds.
Influencer Network & Regional Reach
While big names help gain visibility, My11Circle smartly used a network of regional micro-influencers to build deeper connections, especially with vernacular-speaking audiences.
“Influencer partnerships help us form personal relationships with users—something traditional ads can’t always achieve,” says Panigrahi.
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My11Circle vs. Dream11: The Competitive Edge
With Dream11 launching its own high-profile Bollywood-led campaign this IPL, the competition was stiff. But My11Circle’s nostalgic hook and innovative messaging gave it a unique edge. Their strategy went beyond just ad slots—it embedded their brand into fan culture and cricket emotions.
A 360-Degree Media Approach
As the Associate Partner of IPL, My11Circle poured a significant chunk of its marketing budget into a digital-first media mix, supported by traditional media and on-ground activations.
Key highlights of the media strategy:
- Co-presenting partner with JioStar for digital streaming
- Ads across TV, OTT, and digital platforms
- Real-time engagement during matches
This immersive presence placed My11Circle inside the matchday experience of millions.
Measuring Campaign Success
Building on its successful 2024 campaign Ek crore toh bas shuruwaat hai, which led to a 50% increase in team creations and mega prize winners, the brand is now closely tracking metrics for 2025.
Key performance indicators include:
- Revenue generation
- App installs
- User engagement
- Reactivation of dormant users
While comparative 2025 data is yet to be shared, the benchmark is set high.
On-Ground Activation: ‘Circle Salute’
Moving beyond celebrity and digital, My11Circle introduced ‘Circle Salute’, a heartwarming on-ground activation honoring IPL’s behind-the-scenes heroes—groundsmen, security staff, and medical teams.
This move humanized the brand and added a social depth to the campaign.
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Product Innovations for Engagement
My11Circle also upgraded its gaming platform with AI-powered features aimed at improving user experience:
- Personalised fan zones
- Simplified team creation
- Real-time gameplay insights
These innovations show that the brand isn’t just marketing aggressively—it’s also investing in product excellence.
Conclusion: Nostalgia Meets Strategy
By remixing a nostalgic Bollywood track, enlisting cricket stars, and activating influencers and tech features, My11Circle created one of the most well-rounded IPL marketing campaigns of 2025. The ‘Circle Mein Aaja’ campaign is a testament to the power of blending emotion with strategy in today’s fiercely competitive fantasy gaming space.
With strong engagement metrics and a culturally resonant message, My11Circle has turned a musical memory into a marketing masterstroke.
