From pitches to sixes: Brands launch ad blitz for IPL 2025

Mumbai Indians’ campaign features top artists

Mumbai Indians has launched its digital-first campaign, ‘Game Ho Ya Life, #WePlayLikeMumbai’ (Whether it’s a game or life, we play like Mumbai), timing it with the ongoing Indian Premier League (IPL) 2025 season. The campaign, conceptualised by Lowe Lintas, celebrates the spirit of Mumbai and its people, drawing parallels between the city’s resilience and the team’s playing style.

The campaign features artists and influencers such as Jackie Shroff, Upendra Limaye, Srishti Tawde, and Kaam Bhaari, who reflect Mumbai’s bold and relentless attitude. It showcases the city’s local slang with references to ‘Bhai’ (brother), ‘Bantai’ (friend), ‘Dada’ (elder brother), and ‘Bhidu’ (buddy), capturing the essence of Mumbai’s street culture.

Content for the campaign will be distributed across social media, streaming platforms, and other digital channels. It includes short-form videos, reels, and influencer collaborations to engage a wider audience.

Optimum Nutrition releases 'Unlock Your Greatness' ad with RCB

Optimum Nutrition has launched its latest campaign, ‘Unlock Your Greatness’, in collaboration with Royal Challengers Bengaluru (RCB) for the 2025 Indian Premier League (IPL) season. The campaign highlights the importance of consistent effort, preparation, and informed nutrition choices in achieving peak athletic performance.

The ad draws parallels between RCB’s pursuit of excellence on the field and the role of high-quality nutrition in reaching fitness goals. It promotes Optimum Nutrition’s protein products as essential for building strength and endurance. The campaign will be amplified through digital activations, influencer collaborations, and retail branding.

As part of the collaboration, Optimum Nutrition has introduced limited edition ‘Protein Choice of RCB’ Gold Standard Whey packs. Consumers can participate in an on-pack contest for a chance to win tickets to live RCB matches. The campaign will run across social media, streaming platforms, and in retail outlets throughout the IPL season.

My11Circle unveils ‘Circle Mein Aaja’ campaign

Fantasy sports platform My11Circle has launched its latest campaign, ‘Circle Mein Aaja’ (Join the Circle), for the 2025 Indian Premier League (IPL). The campaign aims to boost fan engagement by bringing cricket enthusiasts closer to the action.

The campaign features six ad films with cricket stars Sourav Ganguly, Shubman Gill, Mohammed Siraj, Ruturaj Gaikwad, Rinku Singh, and Yashasvi Jaiswal. In each film, a cricketer is unexpectedly transported into a fan’s fantasy team, creating a surreal experience.

My11Circle has also expanded its ambassador lineup with international players, including Phil Salt, Marco Jansen, Travis Head, Nicholas Pooran, Trent Boult, and T. Natarajan, who will appear in the campaign.

A reimagined version of the 1990s song ‘Aaja Meri Gaadi Mein Baith Jaa’ (Come, Sit in My Car), composed by Anu Malik, serves as the campaign’s soundtrack. The updated rendition, ‘Aaja Mere Circle Mein Aaja’ (Come, Join My Circle), aims to add a nostalgic appeal to the ad film.

The campaign will run across television, OTT platforms, and social media, supported by collaborations with celebrities such as Saurabh Shukla and Rannvijay Singha.

Zupee campaign links Ludo with IPL sixes

Zupee, an online skill-based gaming platform, has launched its ‘Extra Winnings’ campaign for the 2025 Indian Premier League (IPL), turning every six hit during the tournament into a winning opportunity for its users.

As part of the ‘Laga Chakka, Toh Inaam Pakka’ (Hit a Six, Guaranteed Reward) offer, Zupee Ludo players will receive in-app rewards each time a six is hit in a live IPL match. The platform aims to enhance fan engagement by merging cricket moments with its gaming experience.

Zupee’s campaign features cricketing legends Harbhajan Singh and K. Srikanth, along with sports presenter Jatin Sapru, in a series of humorous ad films. The films draw parallels between the thrill of cricket and the excitement of playing Ludo, highlighting Zupee as a platform that keeps fans connected to the game even when they are off the field.

Zupee, an associate sponsor of IPL on Star Sports, will run the campaign across television, digital, and social media channels throughout the tournament.

Punjab Kings launches ‘Bas Jeetna Hai’ campaign

Punjab Kings have launched its new campaign, ‘Bas Jeetna Hai’ (Have to win, that’s all!), timing it with IPL 2025 season. The campaign aims to capture the team’s determination and fearless playing style.

The campaign video features Captain Shreyas Iyer, Head Coach Ricky Ponting, and key players such as Arshdeep Singh, Lockie Ferguson, Yuzvendra Chahal, Glenn Maxwell, Marcus Stoinis, and Marco Jansen. A standout moment shows Arshdeep Singh roaring like a lion (Sher di dahaar) symbolising the team’s aggressive spirit. The video is accompanied by a song performed by Punjabi singer Parmish Verma.

The campaign highlights emerging talents, including Shashank Singh, Harpreet Brar, and Nehal Wadhera, showcasing the team’s strong Indian core.

KKR releases ‘Zidd Ki Nahi Hadd’ campaign

The three-time IPL champion, Kolkata Knight Riders (KKR) has unveiled its new IPL 2025 campaign, ‘Zidd Ki Nahi Hadd’ (Determination Has No Limits). The campaign highlights the team’s unwavering commitment and fearless attitude on the field.

The campaign features the entire KKR squad, including Captain Ajinkya Rahane, Vice-Captain Venkatesh Iyer, Andre Russell, and Sunil Narine. Head Coach Chandrakant Pandit and team mentor DJ Bravo also appear in the campaign, reinforcing the team’s unity and determination.

The campaign video shows the players in high-intensity training sessions and match simulations, reflecting their readiness for the tournament. It also captures candid locker room moments, offering fans a glimpse into the team’s preparation. The campaign is being promoted across television, digital platforms, and social media.