Brands leverage the ultimate marketing playground as IPL enters May

Luminous launches solar campaign with Rajasthan Royals

Luminous Power Technologies has launched a 360-degree marketing campaign in partnership with Rajasthan Royals, positioning itself as India’s solar expert during the ongoing T20 Premier League season. As the team's title sponsor, Luminous is using the campaign to promote solar adoption and reinforce consumer trust in its end-to-end solar solutions. The campaign includes a tech-enabled T20 Command Centre for live match coverage, content planning, and social media coordination. It features a series of branded content and films led by Rajasthan Royals players Yashasvi Jaiswal, Riyan Parag and Dhruv Jurel, highlighting Luminous’ offerings using direct, conversational storytelling with a tinge of banter. The company developed the campaign after identifying consumer concerns about unverified solar vendors and misconceptions about cost and complexity. The campaign spans OTT platforms, TV, social media, offline activations, and retail. In-stadium branding at Rajasthan Royals matches includes LED perimeter boards, large-screen advertisements, and exclusive cheering merchandise in the Luminous Stand. Major intersections in IPL host cities carry OOH placements, while stores and online platforms feature campaign integrations and solar information kiosks. Digital creators have been engaged to expand campaign reach, while series like 'Royals Unplugged' show the solarisation of players’ homes. The initiative also includes #PinkPromise, linking the campaign with social contributions to underserved communities.

Spinny launches car buyer campaign with Tendulkar

Spinny has launched a nationwide campaign titled 'God Promise' during the ongoing IPL season, featuring cricket legend and strategic investor Sachin Tendulkar. The campaign aims to underscore Spinny’s commitment to trust and transparency in the used car market. At the centre of the campaign is a three-year warranty under Spinny’s Assured+ programme, alongside a five-day moneyback guarantee, access to over 10,000 cars, and a best price guarantee for both buyers and sellers. These measures are presented as industry-leading features intended to simplify and assure the car buying and selling experience. The campaign is being rolled out across television, digital, radio, out-of-home, and social media platforms, with billboards and branded vehicles deployed in metro cities. Directed by Bharat Sikka, the campaign’s positioning draws on the cultural resonance of the term 'God Promise', signalling an unbreakable commitment to customers. Tendulkar, as the campaign’s face and a stakeholder in the company, lends weight to Spinny’s promise of quality and integrity. Spinny says the campaign reflects its core values and is designed to communicate its customer-centric approach through accessible, everyday language.

Saffola Masala Oats campaign features Manjrekar

Marico has launched a new advertising campaign for Saffola Masala Oats featuring cricket commentator Sanjay Manjrekar. The campaign, rolled out during the IPL season, continues the brand’s shift from health-focused messaging to a tone driven by humour and cultural relevance. The ad, conceptualised by Mullen Lintas and supported by Social Panga and Madison Communications, uses a podcast-style format in which Manjrekar is questioned about his outspoken commentary. The segment ends with a reference to Saffola Masala Oats as a spicier and more satisfying snack alternative, merging nostalgia with lighthearted storytelling. Saffola's campaign targets younger consumers seeking a balance between taste and health, positioning oats as a convenient snack beyond breakfast. The brand highlights innovations like its 'Cuppa' format and gourmet flavors to appeal to a wider age range. The campaign is being broadcast on JioCinema and other digital platforms.

DP World, Delhi Capitals promote grassroots cricket

DP World has launched a campaign film in partnership with Delhi Capitals, highlighting its grassroots cricket initiative through the Beyond Boundaries programme. The campaign features top international cricketers, including KL Rahul, Faf du Plessis, Mitchell Starc, Meg Lanning, Alice Capsey and Sarah Bryce. A notable scene in the film shows young players being trained by life-sized holographic projections of their cricketing idols. The campaign aligns with DP World’s commitment to inclusive growth and community development through sport. The Beyond Boundaries initiative involves repurposing 50 shipping containers into fully equipped cricket facilities for grassroots clubs worldwide. These containers serve as multipurpose spaces and are stocked with bats, helmets, gloves, pads and kit bags. In India, DP World has deployed five such containers in cities including Mumbai, Chennai, Ahmedabad and Delhi. Additionally, the company has distributed 1,250 cricket kits to young players. In 2024, the Delhi Capitals supported the launch of one such facility at Delhi’s Aerocity Ground.

Peter England celebrates cricket with legends

Peter England has launched ‘The League of Legends’ campaign featuring Kapil Dev, Sir Vivian Richards, and Harsha Bhogle to mark the return of its cricket-inspired Gentlemen’s League Collection. The campaign includes four films exploring cricket’s legacy and values. Two films show Dev and Richards mentoring young players while wearing the collection. The other two films highlight their emotional reactions to tribute tees marked with ‘83’ and ‘79’, commemorating their respective World Cup wins. Bhogle provides the narration. The limited-edition Gentlemen’s League Collection includes graphic tees and polos inspired by historic cricket moments. The campaign runs across IPL broadcasts, over 200 stores, and digital platforms. Peter England aims to blend cricket’s influence with men’s fashion. The campaign extends the brand’s earlier efforts in connecting style with sports heritage, offering fans a way to express admiration for cricket icons through clothing.

Greenply links product features to cricket

Greenply has partnered with the Lucknow Super Giants for a campaign titled ‘Har Zarurat ka Reply’ (Answer for every need) during the T20 season. The initiative promotes the brand’s plywood products by equating their features with reliable cricket performance. Developed by Tonic Worldwide, the campaign consists of three films highlighting the durability, water resistance, and fire safety of Greenply products. These attributes are portrayed through match-time scenarios at home involving near-disasters, demonstrating the need for quality materials. The films are being promoted across connected TV and social platforms. The campaign also directs customers to a WhatsApp chatbot for expert guidance and offers a chance to win T20 match tickets. Greenply serves as a Principal Partner of the Lucknow Super Giants. Through this collaboration, the company aims to leverage the popularity of cricket to reinforce the utility and trustworthiness of its offerings in daily life.

Zouk launches identity-driven bag campaign

Zouk has introduced a campaign titled ‘A Bagful of You’ during IPL 2025, fronted by actor Kriti Sanon. The initiative focuses on self-expression, identity and cultural pride through fashion, using the brand’s Indian prints and vegan materials. The campaign marks Zouk’s first entry into IPL advertising and spans connected TV, YouTube, and Meta platforms. It is also supported by offline store activations. The aim is to position bags as extensions of individual values and identity rather than simple fashion accessories. Zouk has opened physical stores in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon. The campaign also coincides with the launch of its new women-first luggage line tailored to Indian travellers. With over 15 lakh customers, Zouk is pursuing broader reach and cultural relevance by linking product design to themes of heritage and individuality.

KKR honours women through Shahoshi Rani campaign

Kolkata Knight Riders (KKR) has launched the #ShahoshiRani campaign to honour women showing exceptional courage, in conjunction with the eighth edition of Knight Golf at Royal Calcutta Golf Club. The initiative integrates three programmes: Play It Forward, Skill Up For Equality, and Vidushee. Beneficiaries from each programme were recognised at the event. #ShahoshiRani supports underserved women by providing training in tailoring and beauty services, enabling financial independence. It also supports rural sports and education for tribal girls. All proceeds from the Knight Golf event will benefit the Meer Foundation and related women empowerment initiatives. The event brought together KKR’s players, management and supporters.

Endura Mass teams up with LSG

Endura Mass, a weight gain supplement brand by Cipla Health, has partnered with Lucknow Super Giants as their official weight gainer nutrition partner. The campaign aims to raise awareness about nutritional needs and the benefits of healthy weight gain. The partnership is supported by a new ad film starring Rishabh Pant, David Miller, and Nicholas Pooran. The film promotes Endura Mass’s vegetarian formula and flavours, highlighting its role in helping individuals gain weight over six weeks. Endura Mass has served over 10 crore users in 20 years. The campaign is running across TV, digital, print, and out-of-home platforms. The product’s packaging has also been updated to reflect the IPL association.

Ujjivan Bank installs IPL cab scoreboards

Ujjivan Small Finance Bank has launched a rooftop cab campaign during IPL 2025, turning 500 taxis into mobile scoreboards that display live match updates. The campaign runs across major Mumbai locations including Fort, Nariman Point and Worli Sea Link. Launched on 2 April, the initiative is expected to reach over two crore viewers by the end of the season. It offers real-time match scores to commuters and pedestrians, aiming to integrate cricket updates into daily routines. The activation targets the cricket-loving public by ensuring visibility in high-traffic areas. Ujjivan aims to reinforce its brand presence with an unconventional marketing format in the BFSI sector. The bank currently serves over 93 lakh customers across 26 Indian states and union territories.

Chitale Bandhu launches mini bakarwadi snack

Chitale Bandhu has launched mini bakarwadi (a spicy, crispy, rolled savoury snack made from gram flour, sesame, coconut, and jaggery) during IPL 2025 as part of its association with Mumbai Indians, where it serves as an official snacking partner. The new snack is supported by four TV commercials featuring actors Amey Wagh and Ayush Mehra. The campaign uses the hashtag #MIpanChitale, which plays on the dual meanings ‘I too am Chitale’ and ‘Mumbai Indians is also Chitale’. It aims to promote brand affinity by connecting Maharashtra’s food heritage with the IPL team’s identity. The ads will be aired on Hindi and Marathi channels. The initiative also includes digital storytelling and fan experiences in stadiums. Chitale Bandhu expects the IPL-linked campaign to boost consumer engagement and market share. The brand, known for its machine-produced Bakarwadi since 1996, continues to expand its reach in India and overseas.

Mumbai Indians unveil airport player statues

Mumbai Indians have partnered with Arthat Studio to unveil 12-foot sculptures of Rohit Sharma, Hardik Pandya, Surya Kumar Yadav, and Jasprit Bumrah at Chhatrapati Shivaji Maharaj International Airport. The installation is part of the team’s #PlayLikeMumbai campaign. The statues aim to create a deeper connection between players and fans by offering a visual tribute at one of the city’s busiest entry points. The campaign aligns with Mumbai Indians’ strategy of combining sport with cultural representation. Arthat Studio has designed the sculptures to reflect not only the players’ likenesses but also their signature demeanours and energy. The effort is intended to inspire new fans and enhance the team’s presence beyond cricket stadiums. The installation complements Mumbai Indians’ ongoing promotional activities during IPL 2025.

TVS Apache marks anniversary with IPL ads

TVS Apache is marking its 20th anniversary with the ‘20:20’ campaign during IPL 2025, featuring ten 20-second films created by TBWA\India. Each ad draws parallels between cricketing terms and motorcycle performance. The films showcase stunts performed by professional riders that correspond to cricket concepts like ‘all-rounder’ and ‘front foot play’. The campaign is broadcast during IPL matches and promoted on digital channels. TVS Apache was launched in 2005 and now operates in over 60 countries. With a customer base of 60 lakh, the brand aims to reinforce its racing heritage and performance credentials through these short films. The format was chosen to suit IPL’s fast-paced viewing habits and digital consumption trends, while also celebrating the bike’s two-decade legacy.

Naukri targets Gen Z with IPL ads

Naukri has launched an IPL 2025 campaign titled ‘All’s fair when you love your career’, aimed at Gen Z professionals. The initiative features two 20-second films highlighting unapologetic job-switching driven by ambition. The first film shows an employee resigning before her one-year mark to pursue personal goals. The second film depicts a man leaving a job before his birthday, prioritising financial growth over tenure. The campaign is airing on JioCinema across connected TVs and mobile devices. It reflects a broader shift in career expectations among young professionals, aligning with Naukri’s brand position as a platform for ambitious job seekers. Lowe Lintas developed the campaign with a tone intended to be relatable and humorous, while challenging traditional workplace norms.

Allen Solly campaign promotes bottomwear

Allen Solly has launched the ‘Legs Now Turn Heads’ campaign during IPL 2025 to promote its men’s casual bottomwear line. The campaign features cargoes, parachute pants, and carpenter trousers styled with hip-hop and salsa choreography. The campaign film is being promoted on Jiostar, Instagram, YouTube and Spotify. It aims to blend fashion, culture and movement to appeal to young consumers seeking expressive clothing. Allen Solly is using its IPL sponsorship to integrate sport and fashion for broader impact. The campaign was conceptualised by Ogilvy South and is positioned to showcase identity through versatile menswear. The collection is available online and in stores, with prices starting at ₹1,999.

Gulf Oil ad promotes relaunched Pride engine oil

Gulf Oil has relaunched its Gulf Pride engine oil with a new look and advanced API SP formulation. The relaunch includes a 360-degree campaign starring MS Dhoni, airing during IPL 2025. The upgraded product claims 40% better engine protection and up to 10,000 km drain intervals. The campaign film, directed by Punit Malhotra and produced by Dharma 2.0, presents a fictional love story between a rider and his motorcycle. Gulf Pride is positioned as an engine oil that retains a bike’s pick-up performance. The campaign is being promoted across TV, digital platforms, and retail activations.

ConfirmTkt campaign backs travel guarantee

ConfirmTkt has launched a T20 campaign titled #TravelKiFullGuarantee featuring RCB players Virat Kohli, Krunal Pandya and Rajat Patidar. The campaign promotes the platform’s Travel Guarantee feature, offering up to 3X refunds on unconfirmed tickets. The TV commercial shows fans wearing player masks to secure train seats until Kohli reveals the benefit of booking through ConfirmTkt. The campaign is airing on TV, OTT, and digital platforms. ConfirmTkt is the official train ticketing partner for RCB and part of ixigo. Its app allows direct bookings, real-time tracking and cancellation with instant refunds. The campaign aims to raise awareness about flexible travel options for last-minute plans, using cricket to boost visibility.

PUMA gives RCB fans a digital spotlight

PUMA India launched an interactive digital activation for Royal Challengers Bangalore (RCB) fans. The campaign allowed fans to appear alongside RCB players, including Rajat Patidar, Virat Kohli, Krunal Pandya, Liam Livingstone, Bhuvneshwar Kumar, and Phil Salt, on a live digital billboard in Bengaluru. Participants can visit PUMA stores in Indiranagar and Brigade Road to access photo booths that simulate a shared frame with the cricketers. The campaign was announced through a joint social media video by PUMA and RCB, urging fans to wear the official PUMA x RCB jerseys and join the experience. This initiative coincides with RCB reaching over 1.8 crore Instagram followers and surpassing 100 crore searches and 1.2 crore social conversations in 2024. It also comes amid growth in India’s out-of-home (OOH) advertising sector, which increased from INR 4,140 crores in 2023 to INR 4,650 crores in 2024 and is forecasted to grow by 12% in 2025. The campaign builds on previous initiatives such as AI-powered video campaigns and store transformations, aiming to deepen fan engagement in the sporting and lifestyle segments.