Brands hit the pitch running as IPL momentum mounts

‏RCB uses sweets to teach Kannada

‏Royal Challengers Bengaluru (RCB) has launched a campaign that encourages non-native speakers to learn Kannada using jilebis shaped like Kannada words. The campaign integrates cricket, language, and food to engage fans and reinforce RCB’s ties with its home city. The initiative, positioned as a cultural strategy, invites fans to access Kannada lessons by scanning the packaging of the jilebis available at the RCB Bar & Café in Bengaluru from 8 to 11 April. These lessons are hosted on RCB’s YouTube channel and feature players from the team. In addition to the jilebi activation, RCB is also sponsoring Kannada classes for 1,000 fans. Supporters can nominate themselves or others by emailing the team. RCB has framed the campaign as a response to perceptions of South Indian languages being hard to learn. The franchise replaces that notion with an approach that uses local language as a unifier. The Kannada-shaped sweets are designed to break barriers between native and non-native speakers, making all fans feel equally included.

‏KKR partners with Joy Personal Care for a grooming campaign

‏Joy Personal Care has renewed its partnership with Kolkata Knight Riders (KKR) for a fourth consecutive Indian Premier League season and launched a digital campaign. The campaign seeks to challenge stereotypes around masculinity and promote skincare among men, using IPL as a platform. The campaign includes a rap video featuring KKR players Manish Pandey, Venkatesh Iyer, and Harshit Rana, encouraging men to adopt grooming as part of their routine. The message is that self-care can coexist with a competitive spirit. Through this campaign, Joy Personal Care aims to bust the myth that skincare is only for women, highlighting the connection between confidence and grooming, and promoting personal care as integral to performance both on and off the field. Influencer partnerships and social media activations are supporting the campaign.

‏JSW Paints expands cricket partnerships

‏JSW Paints has launched ‘Rangon Ka Khel 2.0’ (A Play of Colours 2.0), a new IPL campaign focused on celebrating community and cricket through colours. The film includes cricket players Sunil Gavaskar and Mithali Raj appearances and depicts neighbourhoods being repainted in IPL and WPL team colours. The campaign includes partnerships with eight cricket franchises: Delhi Capitals, Kolkata Knight Riders, Sunrisers Hyderabad, Rajasthan Royals, Chennai Super Kings, and three WPL teams. It is part of the brand’s wider strategy to connect with cricket fans at a national level during the IPL season. The campaign is anchored by a visual anthem and is designed to amplify the spirit of cricket by linking team pride with colour-based expression. It positions JSW Paints as a brand that uses sport as a vehicle for cultural outreach. This year’s edition builds on the previous year’s campaign and expands both its team affiliations and its media visibility. The campaign is being promoted across digital and traditional platforms. By associating with both men’s and women’s teams, the company aims to strengthen brand recall and cement its role in high-profile cricket events.

‏Octro Play Rummy promotes skill-first gaming

‏Octro Play Rummy has released a new brand campaign featuring actor Ali Fazal to promote its focus on skill-based gameplay. Titled ‘Asli Game Asli Skills’ (Real Game, Real Skills), the campaign positions the platform as a leader in strategy-driven rummy. The campaign features three films where Ali Fazal contrasts style with genuine skill in exaggerated scenarios. The message conveyed is that players must rely on logic and planning rather than chance to win on the platform. Octro Play Rummy offers both 13- and 21-card formats but with the added rule of requiring a four-card sequence for a win. This rule is used as the foundation for the platform’s messaging around elevated skill. The campaign is conceptualised by The Minimalist and is being distributed across social media channels. Octro aims to distinguish its product from others in the space by reinforcing the skill component as essential to gameplay. This strategy reflects the company’s intent to redefine perceptions of online card gaming in India. By leveraging a known celebrity and blending humour with product messaging, Octro seeks to increase engagement and platform visibility.

‏SportsBaazi links trading with discipline

‏SportsBaazi has launched a campaign titled ‘Ye Dil. Dimag. Data Ka Game Hai’ (This is a Game of Heart, Head, and Data) featuring former cricketer Robin Uthappa. The campaign aims to legitimise sports trading as a skill-based engagement model for fans. It promotes the idea that trading live match moments requires strategy, pattern recognition and discipline. Uthappa’s role extends beyond the films, as he co-created the campaign’s slogan and hosts a podcast linked to it. The campaign positions sports trading as a more interactive alternative to traditional match viewership. It targets audiences in Tier II and Tier III cities, where digital access and sports fandom are growing. With IPL 2025 as the backdrop, the campaign frames trading as a thoughtful, data-driven pursuit rather than a game of luck. SportsBaazi uses this positioning to attract serious sports fans and grow its user base. The campaign films are being aired on platforms including JioCinema and YouTube.

‏Van Heusen campaign merges fashion and art

‏Van Heusen has released its IPL 2025 campaign titled ‘Born of Art’ to highlight its shift toward artistic expression in fashion. The campaign features a film set in Italy that presents fashion models emerging from a painting. The brand positions the film as a visual metaphor for its design approach. The narrative blends artistic inspiration with style, aiming to position Van Heusen at the intersection of culture and self-expression. The campaign is being promoted across television, digital, outdoor and live IPL venues. It is part of a larger rebranding effort to modernise Van Heusen’s appeal and connect with a younger audience. By linking fine art with its collection, the brand moves away from transactional advertising and toward thematic storytelling. The campaign aims to influence consumer perception through immersive brand experiences. Van Heusen is using the IPL’s reach to extend the impact of its campaign. The strategy reflects a move to elevate brand identity while aligning with contemporary cultural trends.

‏Swiss Beauty advertises during live IPL matches

‏Swiss Beauty has launched its latest campaign 'Har Bride Ka Beauty Stroke' during the wedding and IPL seasons. The campaign film draws parallels between a bride’s preparation and a cricketer’s final over. The film uses cricket-style commentary to narrate the bride’s makeup routine, replacing traditional beauty advertising with a sport-themed execution. This positions the brand as both category-relevant and culturally aligned. Swiss Beauty becomes the first cosmetics brand to advertise during live IPL matches on JioCinema. The campaign also highlights specific products such as eyeshadow palettes and primers. The activation is part of a broader strategy that includes increased digital investment, influencer collaborations, and bridal outreach. It reflects Swiss Beauty’s attempt to engage diverse audiences by merging entertainment with functionality. The campaign aims to create buzz and increase brand visibility during a high-consumption period while using sport as a conduit to reach a wider market.

Elver launches cricket-themed campaign for Neo Buds

Electronics brand Elver has launched a campaign titled 'ElverXI' to coincide with the cricket season. The initiative celebrates its first 'Make in India' product, the Neo Buds, through collaborations with ten professional cricketers. The campaign is active on Instagram and other social media platforms. Each cricketer is linked to a key feature of Elver’s product lineup, such as active noise cancellation, sweat resistance, and battery life. The campaign also includes a series of short-form videos featuring the players, including Ashutosh Sharma, who is positioned as the first featured athlete. The Neo Buds offer a 13 mm driver unit, IPX4 sweat resistance, and up to 100 hours of standby battery life. The brand plans to run contests and giveaways as part of the campaign, which will continue until the end of May 2025. Elver, established in 2024, aims to expand beyond audio products and enter new tech segments, maintaining affordability and functionality across its portfolio.

FedEx highlights business resilience with CSK

FedEx has launched a digital film in partnership with Chennai Super Kings (CSK), featuring players Mahendra Singh Dhoni, Ruturaj Gaikwad, and Ravichandran Ashwin. Titled 'The FedEx Factor – Powering Bold Business Ideas', the film draws parallels between the resilience of cricketers and the determination of entrepreneurs. The campaign targets small and medium businesses by positioning FedEx as a logistics partner that supports ambitious ventures with global reach. The storyline follows an entrepreneur bringing an idea to life, supported by FedEx’s network and services. The film is being distributed on digital platforms and social media. As an official sponsor of CSK, FedEx has also deployed co-branded vehicles in Mumbai, Delhi, and Bengaluru. The partnership aims to increase visibility among SMEs and cricket fans, linking FedEx’s values of speed and reliability with those associated with the cricket team.

Britannia 50-50 revives umpire prediction game

Britannia 50-50 has returned with the second season of its interactive cricket campaign '4th Umpire', offering fans a chance to predict match outcomes and win rewards. The campaign introduces a dedicated platform, 5050Cricket.in, where users can watch scenarios, make predictions, and receive incentives such as match passes and cashback. Created by Schbang, the campaign taps into the popular notion that every cricket fan in India sees themselves as an expert. The new season expands on this idea by featuring everyday people acting as umpires in relatable situations outside cricket. Participation is triggered by scanning a Britannia 50-50 pack and engaging with match scenarios on the digital platform. The campaign is supported by television commercials that position the fan as an active decision-maker, echoing the line 'Ab India Mein Har Koi Banega Umpire' (Now, everyone in India will become an umpire). The campaign aims to increase engagement during the ongoing cricket season by merging snack consumption with interactive entertainment. By turning passive viewers into participants, Britannia hopes to strengthen brand association with cricket and fan culture.

EbixCash and via.com launch cricket season campaign

EbixCash and via.com have launched 'Miss Mat Kar, Ebix Kar', a campaign aligned with the ongoing T20 cricket season. The effort includes 15-second ad films promoting financial and travel services, supported by partnerships with Bangalore and Delhi franchise teams. The campaign focuses on users missing out on deals due to a lack of awareness. Each film presents common scenarios — from last-minute flight bookings to international fee payments — and introduces Ebix solutions as alternatives. Cricketers from both teams feature in the films, which are currently being aired on television, connected TV, and digital platforms. Conceptualised by Tonic Worldwide, the campaign aims to address decision-making delays caused by information gaps. It encourages users to opt for smarter, quicker services in both travel and payments. The message is reinforced using humour and the fear of missing out, tapping into a digital-savvy audience. The campaign supports multiple brands under the Ebix umbrella, including via.com, Mercury, and EbixCash World Money, with a focus on creating consistent awareness across sectors during a high-visibility sporting event.

Pocket FM campaign headlines Varun Chakaravarthy

Pocket FM has launched a campaign titled 'India, Kuch Acha Suno' (India, listen to something good), featuring cricketer Varun Chakaravarthy. The digital film portrays the player surrounded by older fans offering unsolicited advice, which he tunes out by listening to audio content on his phone. The campaign encourages audiences to disconnect from noise and focus on meaningful entertainment. It uses a common cultural situation — receiving advice — to position Pocket FM as an alternative that provides focused, high-quality content. The video was released on Instagram as part of a broader content marketing push. It reflects the platform’s positioning as a destination for immersive storytelling across genres, including drama, fantasy, romance, and thrillers. Pocket FM aims to expand its user base by promoting audio as a medium of relaxation and escape. By featuring a well-known cricketer and a familiar setting, the platform seeks to make its message relatable to a wide demographic, especially during the cricket season when digital engagement spikes.