The Indian Premier League fever has gripped the entire country and, with its introduction in 2008, made it a place on everyone’s television programming. It’s been over a decade now and the hype still won’t let up.
While the main reason behind this is the players and their superb skills, many factors come together each year to make it the annual great celebration of cricket that it has become. Initially, IPL had DLF as the title sponsor, followed by Pesi and currently it’s Vivo.
Over the years, with the changes in trends, sponsors, players, team re-appointments, the introduction of new teams, etc., the campaigns driving the marketing of IPL have been constantly renewed and added to its hype every year.
Source: Inside Sport
How do campaigns help brands?
When a brand as big as the IPL, which already has such a large consumer base, is making a comeback every year, campaigns help bring freshness to the whole concept. Even if cricket is treated almost like a religion in our country, not everyone is easily convinced of what new things it can bring to the table every year.
This is where campaigns come in. Campaigns help spread the word that when it comes to IPL works in two ways: it creates excitement among fans and a sense of curiosity among those who are not as enthusiastic about the game as others.
However, our country is mostly filled with people belonging to the first group. Brand awareness campaigns help convey a brand’s story and message. It helps your target group to get to know them better and vice versa.
The chronicle of the IPL campaign
The IPL is arguably the most anticipated annual event in the country and has successfully retained its appeal over the years. The glitz and glamor and the immensely popular T20 format together helped keep the love of the event alive all along.
Below is a glimpse into the campaigns the Indian Premier League has run since it began:
Season 1 (2008) – Manoranjan Ka Baap
The first campaign was perhaps one of the most unconventional ways to announce a cricket or even sports event. The setup was that of the 80s Indian drama as it matched the tone of the IPL broadcaster at the time – Set Max (a Hindi film channel). But it kept its promise – to deliver drama, suspense, and high-energy entertainment.
Season 2 (2009) – Ek Desh, Ek Junoon
In season two, the campaign focused on getting the message across that IPL is blurring boundaries and helping people come together by showing that they are doing the same thing at the same time. Basically, they were trying to show how it reflects the impact of IPL on the masses.
Season 3 (2010) – Saare Jahan Se Accha
The third season came back with a bang. With last season being because of the elections in South Africa, the homecoming season focused on feeling patriotism and pride, which is clearly reflected in their campaign – Saare Jahan Se Acha.
Season 4 (2011) – Bharat Bandh
A humorous and extremely satirical take on ‘Bharat Bandh’, as it is called by the country’s various political parties, has been compared to it in the sense that it feels like the country’s cricket vacation. So popular was this campaign that it was received much better than the ICC Cricket World Cup campaign.
Season 5 (2012) – Tashreef Tokra
This year’s campaign focused on people carrying chairs and simply stopping where they were sitting and watching the game together. It highlighted the love of sport that shares the whole country and the tagline was “Aisa Mauka Aur Kaha Milega”.
Season 6 (2013) – Sirf Dekhe Ka Nahi
Choreographed by choreographer and director Farah Khan, they worked with her to launch one of the most popular campaigns of all time. She can be seen teaching the fans the steps and the tagline was “Sirf Dekhne Ka Nahi” who actively engaged with the fans and was really loved by everyone.
Season 7 (2014) – Come on Bulava Aaya Hai
With images of a Bharatnatyam dancer running down a street in athletic shoes to watch the game, and people everywhere doing the same and rushing to enjoy her favorite tournament, the IPL’s seventh season reached new heights.
Season 8 (2015) – India Ka Tyohaar
Festivals in India are a big thing and the whole country comes together to celebrate all the big ones. Against this background, the “Bharat Bandh” campaign sees the event as a festival that the whole country is looking forward to with all its heart. Just like any other Indian festival time.
Season 9 (2016) – Ek India Happy Nor
The season nine campaign fostered a sense of connectedness and unity as the country went through difficult times. Hence the slogan “Ek India Happywala” to spread some hope and positivity.
Season 10 (2017) – 10 room Aapke Naam
In celebration of the tournament’s decades-long journey in the country, the campaign was launched to pay tribute to its loyal and passionate Indian fans who played a key role in the development of the IPL.
Season 11 (2018) – Best vs Best
When the tournament switched from Sony to Star, the stakes got even higher. In addition, for the first time, the tournament launched campaigns in several regional languages such as Tamil, Malayalam and Bundelkhandi.
Season 12 (2019) – Game Banayega Name
Star’s first campaign focused on individualistic achievements and for the first time promoted the idea that seniors look after their juniors and pave their way for the future. Game Banayega Name encouraged aspiring cricketers to hone their skills and work on them using the tournament’s resources.
Season 13 (2020) – Ek Saath Waali Baat
Since this season hit people’s screens during the pandemic, the theme of the campaign, after many postponements and other such issues, has been how the IPL brings people together despite being so far apart.
Season 14 (2021) – India By Apna Mantra
With cricketers like Rohit Sharm, Virat Kohli and other superstars of the sport, this year’s anthem was unveiled on the mid-session show that aired on Star Sports when the first ODI was held between India and England.
The slogan “India Ka Apna Mantra” means the key to success, just like the IPL for 14 years. It encourages people to share their success stories as well. Since the tournament has been interrupted in the meantime due to the second route, there should be a comeback in September and be held in the United Arab Emirates.
Final thoughts
What makes any brand memorable is the way they feel about their target audience. Over the years the IPL has managed to make a place in the hearts of everyone across the country, whether they are a fan or not. That is the power of effective marketing and of course highly talented players and a super exciting game.
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