Bilateral cricket series are no longer just fillers between marquee tournaments. With high-frequency viewership, focused regional penetration, and lower media clutter, they offer brands a sharp, cost-effective way to build awareness and drive performance. Platforms like Disney+ Hotstar and Star Sports allow advertisers to combine scale and targeting, giving brands control over when, where, and how they appear. In 2025, brands like MuscleBlaze, Mudrex, and Crex activated tactical and full-series campaigns that delivered strong returns across impressions, reach, and engagement. Here are the three most notable campaigns that made the bilateral series count.
Case Study 1: MuscleBlaze – India vs England Bilateral Series 2025
MuscleBlaze ran a high-intensity digital campaign during the India vs England 5th Test in March 2025, leveraging the power of OTT with a national reach. The campaign aired across three consecutive match days—March 7, 8, and 9—on Disney+ Hotstar using 20-second mid-roll video ads. Targeted pan-India, the campaign was designed to build awareness for the brand’s sports nutrition products among fitness-conscious cricket viewers.
With a planned impression count of 8.68 million, the campaign outperformed across all three days and delivered a total of 13.3 million impressions, achieving 153 to 181 percent delivery across individual dates. Total reach crossed 10.3 million, while the campaign generated 16,202 clicks at an average CTR of 0.12 percent. MuscleBlaze’s strong presence during live match moments helped the brand connect with its core audience at scale, driving both brand visibility and product interest during a peak cricketing window.
Case Study 2: Mudrex – India vs South Africa Bilateral Series 2024
Mudrex launched a digitally-led campaign during the India vs South Africa 4th T20 match in November 2024, aiming to build crypto awareness among young, urban audiences. The campaign was executed through expandable fence ads on Disney+ Hotstar, targeted across the Top 10 Metros. The planned impressions stood at 9 million, and the campaign delivered slightly higher with 9.1 million impressions. It generated 1,084,666 clicks with a strong CTR of 0.65 percent, significantly above industry benchmarks for awareness campaigns.
By leveraging high-visibility formats like expandable fence ads during a prime T20 clash, Mudrex successfully drove both top-of-funnel awareness and mid-funnel engagement, positioning itself as a bold, digital-first brand within the competitive crypto space.
Case Study 3: Crex – India vs England Bilateral Series 2025
Crex executed a full-series digital campaign during the India vs England Test series from January to March 2025 on Disney+ Hotstar. Targeted pan-India, the campaign used a combination of fence ads and video inventory to maintain consistent visibility across all five test matches.
With a planned impression count of 27.27 million, Crex delivered 25.94 million impressions, reaching near full delivery at 95 percent. The campaign recorded 56,810 clicks at a CTR of 0.22 percent, with the third Test (February 15–19) being the strongest performing leg. By staying present across the entire series and aligning its messaging with test match content, Crex built sustained brand recall among serious cricket fans and saw meaningful interaction across all touchpoints.
Conclusion
Bilateral series may not carry the media hype of IPL or World Cup, but they offer brands a unique mix of frequency, flexibility, and focused reach. Whether it’s MuscleBlaze building fitness awareness through midrolls, Mudrex gaining metro traction with high-performing fence ads, or Crex sustaining presence over five test matches, these campaigns show how bilateral series can deliver impactful, performance-led outcomes for modern advertisers. With attention locked in and competition relatively lower, it’s a golden moment for brands to step up and stay visible.
Let The Media Ant help you plan your bilateral series strategy. We’ll help you bat big, smart, and on-brand. Reach out to us at Ad@themediaant.com.
