A celebration of storytelling, emotion, humor, and serious marketing game.
What Makes IPL Ads Special?
The IPL isn’t just cricket. It’s one of the world’s biggest brand stages — where advertising meets entertainment, memes meet media budgets, and marketers aim for more than just impressions.
From gut-busting humor to goosebump-inducing emotion, here are 10 IPL ads that didn’t just show up… they showed off.
1. Dream11 – “Yeh Main Kar Leta Hoon”
The Strategy:
Flip the fantasy — make real cricketers play less cricket.
The self-aware humor worked because it flipped the script, made fun of itself, and respected the audience’s cricket obsession.
Why It Worked:
- Meta-humor
- Ensemble casting
- Memorable punchline
2. CRED – “Great for the Good” ft. Rahul Dravid
The Strategy:
Take India’s calmest man and show him road-raging.
CRED introduced itself by subverting celebrity identity, and the result? Instant virality.
Why It Worked:
- Surprise factor
- Dravid’s unexpected delivery
- Social media meltdown
3. Swiggy Instamart – “Match Snacks on Time”
The Strategy:
Turn snack cravings into punchlines — delivered instantly.
Swiggy leaned into IPL culture with playful, 10-second spots that got in and out faster than a T20 over.
Why It Worked:
- Fast, funny, snackable content
- Relevant to viewing habits
- Easy recall
4. boAt – “Cricket Mein Music Hai”
The Strategy:
Position headphones as a lifestyle essential — even in the dugout.
The brand fused cricket and music with energetic visuals and player-based storytelling.
Why It Worked:
- Lifestyle-product fusion
- Sound + sport pairing
- Youth appeal
5. Amazon Prime – “Every Seat Is Front Row”
The Strategy:
Bring IPL’s stadium energy home — literally.
Through emotive, family-centric visuals, the ad made OTT feel like the front row.
Why It Worked:
- Emotional storytelling
- Inclusivity of fan experience
- Platform + emotion alignment
6. Tata Neu – “Everything. Together.”
The Strategy:
TIntroduce a super app by using a super platform.
Tata Neu used IPL to launch itself, combining transaction, tech, and tradition.
Why It Worked:
- Launch with scale
- IPL-wide visibility
- Unified ecosystem message
7. Disney+ Hotstar – “Thoda Ruk Shah Rukh”
The Strategy:
Use SRK’s charm to personify “pause-worthy” moments.
Hotstar turned attention spans into anticipation with clever teasers.
Why It Worked:
- Star power with wit
- High recall
- Strong campaign storytelling
8. JioCinema – “Free Streaming for All”
The Strategy:
Make access the message.
In 2023, JioCinema made IPL streaming free — and backed it up with bold, youth-focused ads.
Why It Worked:
- Disruption angle
- Youth targeting
- Platform-first energy
9. Nerolac Paints – “Stadiums That Shine”
The Strategy:
Position paint where you least expect it — in stadium storytelling.
Nerolac tapped into behind-the-scenes excellence for brand credibility.
Why It Worked:
- Category twist
- Visual storytelling
- Subtle authority
10. My11Circle – “Dada Picks His Squad”
The Strategy:
Use Saurav Ganguly as your fantasy team leader.
They built credibility and fandom into every pick.
Why It Worked:
- Fan trust
- Leader authority
- Repetitive ad placements
What Marketers Can Learn
- Emotion + Entertainment = Recall
- Cultural timing is everything
- Know your format: TV vs digital vs OTT
- Adapt your tone: Meme-worthy beats monologue-worthy
Caméo’s Corner
“IPL ads are more than product plugs — they’re cultural commentary in 30 seconds.”
Which IPL ad made you laugh, pause, or actually remember the brand?
Tag us @cmpgnchronicle or drop your favorite ad in the comments.
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