5 Brands leveraging IPL 2018 with most innovative campaigns

5 Brands leveraging IPL 2018 with most innovative campaigns - InsideSport

With Indian Premier League in the third week of action, it’s not just the teams that are scoring big in their pursuit of the 11th season title. The brands and the broadcast sponsors of the Vivo IPL 2018 are also hitting hard with innovative campaigns and TVCs to leverage annual Indian cricketing extravaganza with the widest reach across the length and breadth of the country.

This year’s edition of IPL has become a brand campaign festival with over 34 brands advertising on TV as the broadcast sponsor of the IPL rights holder, Star India. Many of the brands have come up with IPL and cricket-centric themes whereas some have focussed on unique ideas to leave last impressions among the viewers.

Star India, which acquired the IPL media rights for the cash rich league for a whopping ₹16,347.5 crores for the next five years, has reimagined the 2018 season with broadcast in 6 languages – English, Hindi, Bangla, Telugu, Kannada, Tamil – across 10 channels. Brands are therefore investing huge sums this season to leverage from a cricket tournament that has a reach across Indian and new-record numbers in viewership clocked in the first week of 11th season.

Insidesport.co has compiled the campaigns and TVCs that are making a humungous impact on their brands during Vivo Indian Premier League 2018:

Vivo-Aamir Khan

Vivo this year has replaced Ranveer Singh with Aamir Khan as the brand ambassador of the Chinese smartphone brand. With campaigns around it’s flagship smartphone model V9, Vivo has caught the attention of the viewers with their best ever camera smartphone and the most unique camera feature aka the ‘Bokeh Mode.’

Vivo is the highest spender among other brands being the presenting sponsor and also the title sponsor of the league. The smartphone brand has obtained the title sponsorship rights for five seasons for a whopping ₹3,000 crores. The brand is leveraging the league with a sequence of innovative TVCs.

Reliance Jio

Jio is another top spender among other brands for 2018 season – connecting dots with all the eight IPL teams. The Reliance-owned mobile network operator is also the co-presenting broadcast sponsor, which also has an association with each of the team. The Jio Dhan Dhana Dhan campaign is led by Bollywood actress Deepika Padukone who is also featuring in Goibibo TVCs. The TVCs is different every day with 3 players of each team in the day’s tie dancing with Deepika.


The ‘Airtel 4G Girl’ is back again urging fans to try all other networks and then make the rights choice to return back to Airtel. The TVCs are luring viewers to switch to Airtel in order to watch this season of IPL for free. The mobile operator ran into trouble after Jio had moved Delhi High Court against the Ad seeking modifications to the “false and deceptive commercial”. The court had instructed Airtel to display on its campaign that only the subscription of Hotstar will be free and data charges will be applicable as per subscriber’s tariff plan.


The ‘Zoozoos’ are back this season, however, not as the official sponsor of IPL. The Airtel and Jio rival’s latest campaign is catching eyeballs with unique TVCs featuring the iconic Vodafone zoozoos with an IPL focussed theme. The mobile network operator has played witty this time by calling itself the ‘Unofficial sponsor of the fans,’ as it is not the official broadcast sponsor this season. It has launched ‘Vodafone Fantastic Breaks Contest’ giving viewers a chance to win Iphones every hour. Vodafone Zoozoos, in the 11th season of their IPL journey, are funnier and more entertaining than ever.


The principal sponsor of Mumbai Indians have roped in Deepika Padukone drive its brand campaign for this season of IPL. The Bollywood diva is seen in the TVC along with Mumbai franchisee’s marquee players Hardik Pandya, Jasprit Bumraj and captain Rohit Sharma. The campaign ‘goCash Fest’ is asking the viewers to keep their Goibibo App opened during Mumbai Indians matches and earn goCash (the brand’s digital wallet) on every 4s, 6s and wickets.