IPL is set to begin from 22 March 2025. IPL is not just a game guys, it’s more than just a game you know! It’s more of an event. And we are not going to talk about who might win the final or just the statistics, we are going to talk about how Influencer marketing is being used by the IPL for being more relevant.

If you wish to work with the best Influencer Marketing agency in Mumbai, then make sure you read the whole blog and connect with us! Now then, shall we hop on to our topic! 

IPL and their Forged Marketing Moves

This is not just a game of cricket for Indians, it’s an emotion and joyous feeling to see your favourite cricketer play. To connect with such emotions, IPL made sure to craft Ad films which would connect with their audience.

IPL is famous for their engaging and humorous  ad films, whether it’s Farah Khan’s, “Sirf Dekhne Ka Nahi” campaign for IPL, featuring the energetic anthem “Jumping Japang Jumpak Jumpak,” To vodafone’s “Zoozoos” campaigns. The Indian Premier League made sure that every ad would have an everlasting and  nostalgic effect, but that’s in the past. 

Now is the time of Influencer Marketing. Let’s understand how IPL is using Influencer Marketing.

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The Rise of Influencer Marketing in IPL

Over the years, the IPL has not only showcased cricketing talent but has also become a focal point for brands aiming to maximize their reach. The 2024 season witnessed an unprecedented surge in influencer engagements, with over 315,000 posts generating more than 3.2 billion interactions. This trend underscores the growing efficacy of influencer partnerships in amplifying brand messages during major events.

Projections for 2025

Building on previous successes, brands are expected to invest ₹550 crore in influencer-led campaigns during IPL 2025. This substantial investment reflects a strategic pivot towards more personalized and engaging marketing approaches, leveraging influencers to foster authentic connections with consumers.

Industries Leading the Investment

The projected influencer marketing expenditure during IPL 2025 is distributed across various sectors:

Entertainment and Streaming Platforms (30%): Entertainment entities recognize the IPL as an opportunity to engage viewers through exclusive content, live interactions, and behind-the-scenes glimpses, thereby enhancing viewer loyalty and platform engagement.

Fast-Moving Consumer Goods (FMCG) (25%): FMCG brands utilize the IPL’s vast viewership to promote products that align with the event’s energetic atmosphere, employing influencers to demonstrate product usage in relatable contexts.

Consumer Electronics (15%): Tech companies leverage influencer collaborations to showcase product features, aligning with the tech-savvy segment of the IPL audience interested in the latest gadgets and innovations.

E-commerce and Direct-to-Consumer (D2C) Brands (15%): These brands capitalize on the IPL season to drive sales through limited-time offers and promotions, with influencers amplifying these campaigns to create urgency and excitement.

Automobile Industry (10%): Automotive brands engage influencers to highlight vehicle features and lifestyle compatibility, resonating with consumers’ aspirations showcased during the IPL.

Others (5%): This segment includes various industries that see value in associating with the IPL’s massive reach to enhance brand visibility and engagement.

Strategic Importance of Influencer Collaborations

Authentic Engagement

Influencers offer a conduit for brands to engage with audiences in a genuine manner, fostering trust and relatability that traditional advertising often lacks.

Micro-Influencers’ Impact

During the 2024 IPL season, micro-influencers accounted for approximately 56.27% of all influencer content, highlighting their pivotal role in niche marketing strategies. Their ability to engage specific audience segments with tailored content makes them invaluable partners for brands aiming for targeted outreach.

Do you know why most of the brands have started using Influencer Marketing? Then make sure you read this blog to understand

Diverse Content Creation

Influencers contribute to a rich tapestry of content, from live reactions and memes to in-depth analyses, catering to various audience preferences and enhancing overall engagement.

Case Studies: Successful Influencer Campaigns

1. JioCinema

In the 2024 season, JioCinema’s influencer collaborations resulted in 23.4 million engagements, exemplifying the potential of strategic partnerships in driving viewer interaction and platform growth.

2. Unilever’s Strategic Shift

Unilever plans to increase its investment in social media influencers, recognizing the need to connect with consumers who are increasingly skeptical of traditional corporate branding. This shift underscores the broader industry trend towards influencer marketing as a means to achieve authentic consumer engagement.

Conclusion

The IPL 2025 season is set to witness a landmark integration of influencer marketing, with brands across sectors investing heavily to harness the tournament’s expansive reach.

As the digital landscape continues to evolve, influencer marketing stands at the forefront of brand strategies, offering dynamic avenues for engagement and growth. We at 6th Street Artist excels in Influencer Marketing services for brands with a diverse range of Influencers. We are the best Influencer marketing agency in Mumbai. Come and talk to us, Let’s connect! Fill out the form and let’s get in touch. Contact us!