The Indian Premier League (IPL) isn’t just a sporting event—it’s India’s biggest advertising stage. With hundreds of millions of viewers tuning in across mobile, TV, and Connected TV (CTV) screens, the IPL offers brands a rare combination: mass reach and precise targeting. Whether you want to woo premium metro consumers or win the hearts of Tier 2 audiences, IPL delivers the kind of attention, frequency, and context that few other media properties can match.
In IPL 2024, several forward-thinking brands partnered with The Media Ant to run high-impact campaigns that delivered both awareness and action. Here’s a look at how each of them made IPL work for their goals—and why your brand should consider it too.
🕰 Movado – Driving Premium Recall with Digital Efficiency (2024)
Movado partnered with The Media Ant for a two-phase video-led campaign during IPL 2024, focused on premium urban audiences. The campaign ran across JioCinema OTT and CTV, using 10-second video ads, expandable Fence Ads, and Squeeze Ups. Movado delivered 41.1 million+ impressions, a 1.72% CTR in Phase 1, and achieved over 121% delivery efficiency for CTV Midrolls in Phase 2. Notably, Google Trends showed a spike in Movado searches during the IPL Finals, confirming strong brand recall. The campaign exceeded planned media goals by ₹9.1L+ in value, cementing Movado’s positioning as a premium brand among India’s top digital consumers.
🏏 Crex – Winning Visibility in High-Stakes Matches (2024)
Crex executed a high-intensity awareness campaign during IPL 2024 targeting sports enthusiasts in 10 key cities like Bangalore, Hyderabad, and Delhi NCR. Crex used JioCinema’s OTT and Display (Handheld + Web) inventory, featuring 10-sec and 20-sec midroll videos, Squeeze Ups, and Fence Ads. The campaign delivered an impressive 95.6 million video impressions (vs 72M planned), and Squeeze Ups alone delivered 392.7 million impressions with 8.5 Cr+ reach. Fence Ads in Delhi NCR received 11.5K+ clicks with a 1.53% CTR, while overall clicks crossed 125K. Delivery efficiency during the IPL Final and Eliminators crossed 200%, proving flawless execution during peak moments.
🏡 L&T Finance – Building Brand Mindshare Among Urban Homebuyers 2024
L&T Finance Home Loans launched a strategically timed campaign during IPL 2024 to drive awareness among urban, high-income audiences. The campaign spanned JioCinema CTV and OTT platforms, delivering 10s/20s midroll videos, Squeeze Ups, and studio integrations as a Co-Presenting Sponsor. Ads were broadcast during league and playoff matches across Hindi, English, and Tamil feeds. The campaign overdelivered with 278M+ impressions vs. 191M planned (113% delivery), reaching over 3.4 Cr individuals with an average frequency of 9+. Creative spots like ‘Ageing’, ‘Kidnap’, and ‘Home Décor’ gained strong visibility, while Google Trends saw spikes during key IPL matches such as Qualifiers and Finals. Despite rain-related disruptions, delivery remained on track.
🧬 Agilus – Full-Season Consistency That Drove Brand Favorability (2024)
Agilus partnered with The Media Ant as a full-season sponsor during IPL 2024 with the goal of building long-term brand awareness. The brand used Action Replay (AR Bug) placements across alternate innings on Handheld, Web, and CTV platforms. The results were staggering: the campaign overdelivered with 37.8 billion impressions vs. 11.2 billion planned (337% delivery). Viewer-level reach hit 6.1 Cr on CTV and 1.68 Cr on handheld. The campaign was especially impactful among viewers aged 30–40, leading to a 13% lift in aided awareness, brand favorability, and purchase intent. Google Trends peaked during matches like RCB vs CSK and the Finals, reflecting high interest and search volume.
🧦 Supersox – Tactical Presence in High-Impact Matches (2025)
Supersox took a focused approach by running a targeted campaign across 10 high-engagement matches during IPL 2024. The lineup included blockbuster games like CSK vs MI, RCB vs CSK, and the IPL Final, including Qualifier 1 and 2. With a cumulative FCT of 400 seconds, Supersox ensured prime visibility in cities such as Mumbai, Chennai, Hyderabad, and Kolkata. By aligning ad slots with popular teams and high-stakes playoff games, Supersox captured attention when viewer intensity was at its highest—amplifying brand recall in a premium, emotionally charged context.
🔍 What These Case Studies Prove
- Diverse Objectives, One Platform: Whether the goal is awareness (Agilus), CTR (Movado), or hyperlocal clicks (Crex)—IPL delivers.
- OTT + CTV = Digital Dominance: All campaigns showed that OTT and Connected TV now rival TV in terms of reach and even surpass it in targeting.
- Strategic Formats Work: From full-season bugs to midrolls and Squeeze Ups, IPL offers brands flexible formats for different funnel stages.
- Timing Is Everything: Peak delivery during playoffs and finals confirms the importance of syncing with match moments that matter.
🎯 So, Why Should You Advertise in IPL?
Because it’s where attention lives. IPL 2024 wasn’t just about cricket—it was about cultural moments, real-time engagement, and mass conversations. Whether you’re a premium brand looking to scale awareness or a startup aiming for visibility in crowded markets, IPL provides the media moment India pays attention to. And when your ad shows up during that moment—you’re not just seen. You’re remembered.
Let The Media Ant help you plan your IPL strategy for 2025. We’ll help you bat big, smart, and on-brand. Reach out to us- Ad@themediaant.com
