The ICC Cricket World Cup isn’t just a sporting event, it’s a nationwide celebration that commands undivided attention. From living rooms to mobile phones, millions of Indians tune in for every ball, every over, and every match with unmatched emotional intensity. For advertisers, this presents an extraordinary opportunity to reach audiences when they’re most engaged and attentive. With Disney+ Hotstar enabling ad placements across Connected TV, mobile, and web, brands can combine national-scale visibility with audience-specific targeting. In 2023, several brands partnered with The Media Ant to make the most of this moment and their campaigns show exactly how impactful World Cup advertising can be.
Case Study 1: Spinny – Massive Scale and Emotional Association
To strengthen brand recall during India’s biggest cricketing moments, Spinny executed a high-impact dual-phase campaign across the Asia Cup and ICC World Cup 2023.
In the Asia Cup phase, Spinny focused on three key India matches. The campaign delivered 26.5 million impressions against a plan of 21.5 million, with a reach of 4.3 million+ and a frequency of 6. Squeeze Up formats alone contributed 39.8 million impressions, adding to brand reinforcement across handheld devices.
The ICC World Cup campaign was significantly scaled, with coverage across all 48 matches. Spinny used a mix of CTV Midrolls, Mobile Ads, Billboards, and L-Bands, delivering a staggering 784 million+ impressions. CTV alone generated 158 million+ impressions, reaching 8.4 million+ viewers with an average frequency of 19. Peak matches like India vs Pakistan (October 14) and the Semi-Finals exceeded 150–200% delivery targets. While CTV formats were non-clickable, mobile creatives drove CTRs between 0.03% and 0.07%, resulting in thousands of clicks. By aligning with India’s most watched moments, Spinny elevated its brand as a premium, emotion-led choice in the minds of millions.
Case Study 2: Spencer’s Retail – World Cup Visibility, Kolkata Impact
The Spencer’s campaign, executed during the ICC World Cup on Hotstar in November 2023, aimed to boost brand visibility and drive consumer interest in Kolkata. Targeting both male and female audiences, the campaign successfully surpassed its promise by delivering over 10 million impressions—1.2x more than committed—with an above-average click-through rate of 0.07%. Competing against retail giants like Future Retail and Reliance Retail, Spencer’s capitalized on peak cricket viewership, establishing strong recall. The report recommends continuing with upcoming India vs Australia T20Is to sustain momentum and optimize ROI with a trimmed budget.
Case Study 3: L&T Finance – Ownership Through Scale and Innovation
L&T Finance executed one of the most comprehensive digital sponsorships during the ICC Cricket World Cup 2023, aiming for unmatched brand visibility and contextual impact.
The brand partnered with Disney+ Hotstar as a sponsor of the “Moment of the Match” and implemented Custom L-Band integrations across the platform. Initially planned for 260 million impressions across 117 matches, the campaign expanded to cover 124 matches, ultimately delivering over 999 million impressions.
Of these, 879 million+ impressions came from Custom L-Band placements alone, delivering more than 340% of the planned volume. Match-level performance was equally impressive:
- India vs England: 35 million+ impressions
- India vs South Africa: 16.8 million+ impressions
- India vs Australia: 8.8 million+ impressions
- Semi-final (India vs New Zealand): 156 million+ impressions in a single match
By tying its branding to match-defining moments, L&T Finance created high emotional salience with viewers. It wasn’t just a logo on screen—it became part of the match experience. This approach helped L&T stand out as a reliable, emotionally resonant financial brand during India’s most-watched tournament.
Let The Media Ant help you plan your World Cup strategy. We’ll help you bat big, smart, and on-brand. Reach out to us- Ad@themediaant.com
