IPL advertising at a crossroads: Cost versus creativity

Remember the classic Jumping Japang Jampak Jampak jingle that film director Farah Khan had spearheaded almost a decade earlier? The Indian Premier League (IPL) ever since the day of its inception has been a bonanza of marketing wrapped up perfectly for the taste of the Indian audience.

In the present day anytime the league season comes closer it feels like a festival approaching for all the marketers in the country. IPL over the years has always provided brands and advertisers a unique blend of glamour and sports to reach the Indian consumer directly and effortlessly.

However, as time passes it becomes easier to spot a monopolistic pattern emerging where only large brands are able to access the luxury of riding the franchise's hype train. This is due to the simple fact that popularity causes scarcity which is extremely difficult to be afforded by smaller brands.

As a result, with a shift towards digital platforms and an increasing focus on innovation in advertising, the IPL’s value proposition stands at a crossroads. Is the IPL, once a marketing dream, turning into a short-sighted gamble for advertisers?

The high cost of entry: IPL’s double-edged sword

With the mega auctions for the upcoming season recently completed which saw Rishabh Pant and Shreyas Iyer going for massive figures like INR 27 crores and INR 26.7 crores respectively gives an idea of the scale at which the franchises operate.

Even last year for the 2023 season of IPL, Star Sport reported a viewership of 30.7 crore viewers just for the first 10 matches along with a viewing time of 6,230 crore minutes. Hence, it is fairly easy to understand why advertising in the IPL has never been cheap.

Studying the growth rate of ad slot prices over the time also gives us an idea of the IPL’s success but not without the cost of significantly narrowing the pool of direct participation. A 10-second television ad slot, which cost INR 2.5–3 lakhs six years ago, now demands a hefty INR 12–15 lakhs.

For large, established brands, this high cost may be justified by the unparalleled reach of the IPL. However, for emerging brands or smaller players, the financial barrier is insurmountable.

This is particularly concerning because if emerging brands are priced out of IPL advertising, it creates a void that affects both the diversity of campaigns and the IPL’s appeal as a holistic marketing platform. Which has become eerily noticeable in recent years with most the advertisers being fantasy league and sports betting platforms.

Moreover, as the consumers evolve, they are becoming increasingly fragmented and opting for alternative streaming platforms to consume content more conveniently, which is, in a way, reforming the marketing around IPL.

The digital shift: IPL’s new playing field

The broadcast of IPL on JioCinema has been a game changer and has in a way opened floodgates for innovative campaign strategies. Additionally, the advantages are clear: better targeting, cost efficiency, and measurable results.

Online streaming is an amazing opportunity for brands to engage with customers on a real time basis. The interactive nature of the platforms is also extremely conducive to such engagements. Moreover digital advertising during the IPL allows brands to focus on granular targeting based on demographics, interests, and behaviour, out of a pool of 5.5 billion viewers as reported by Jio last year.

Unlike TV, where ad spots cater to a broad audience, personalised and niche content is the lifeline of digital advertising and resonates with audiences on a deeper level. As a result, we’re seeing an increasing number of brands reallocating their IPL budgets to digital platforms, leveraging tools like programmatic ads, influencer tie-ups, and interactive content.

Breaking the advertising stalemate

Today marketing around or through IPL has to be approached in a way that caters to or speaks to niche public in order to cut through the noise this sports fiesta generates. Brands must start thinking from the perspective of their audiences to ensure that impact goes beyond just visibility.

The solution or the right path lies in moving away from usual/traditional campaigns and embracing more creative strategies. For instance, they can tap into moment marketing. In sports and seemingly so in marketing timing is everything.

Through live streams brands have a chance to interact with the audiences in real time. A witty social media post or a quirky meme can also go a long way to launch a brand into sudden virality.

One of the most evident examples of meme marketing comes from Zomato, Swiggy and other quick commerce platforms who step up their pop-up notifications significantly during every IPL season. Such approaches not only keep costs in check but also align with the digital-first behaviour of younger consumers, who value relevance and engagement over grandeur.

The current soul of moment marketing are the influencers who provide direct access to any community the brands aim to target. Influencers speak to their community directly and are admired and looked up to by their audiences just like traditional celebs but in a more relatable and realistic way. The connection they have with the people is organic and hence their recommendation is more credible.

Reviving IPL as a marketing powerhouse

Although traditional methods of marketing have definitely helped IPL reach current levels of success a shift is long impending. In order for the industry to evolve it needs to be acknowledged that the biggest marketing success doesn't have to come with the highest cost. 

Today the brands have so many omnichannel ways through which they can be effectively seen, heard and even spoken with. For instance, there is interactive content marketing. Cadbury is one brand that always seems to get this right for every celebratory occasion.

Their last campaign of #thankyoufirstcoach took every adult sports fan back to the days on field with their coaches screaming at them to push harder. Such campaigns resonate deeply with anyone who is a sportsperson or aspired to be one as a kid and as a result solidifying the nostalgic connect they have with the brand as well.

Two of the fast emerging and fascinating technologies being applied in marketing are augmented reality (AR) and virtual reality (VR). Being able to curate realistic experiences for audiences at the comfort of their home allows brands to create long lasting memories. Although this might be a little cost extensive at the moment, don’t be surprised if it becomes a staple in the near future especially in sporting events

The league’s shift to digital platforms also presents an opportunity to redefine what advertising means in the modern era. From interactive ads to augmented reality integrations, there’s immense potential to make IPL advertising more engaging and innovative.

The IPL has long been a beacon of marketing potential in India, but its current trajectory calls for introspection. As digital platforms reshape the advertising landscape, the IPL must adapt to remain relevant and valuable for brands of all sizes.

- Krisneil Peres, co-founder and chief visionary officer, Fame Keeda.