While cricketers battle it out on the pitch this IPL season, another high-stakes contest is unfolding across your social feeds. From quirky reels to regional content, creators have become the unexpected MVPs of the season — and brands are betting big. This year, influencer marketing spends are expected to soar to ₹550 crore, turning digital storytelling into a prime-time strategy.
From Stadiums to Smartphones: The Rise of Creator-Led IPL Buzz
Scroll through Instagram during IPL, and you’ll see creators donning team jerseys, riffing on match-day moments, or delivering brand shoutouts — often in meme-worthy fashion. What once felt like fan content is now part of a well-oiled content engine, run not only by brands but by IPL franchises themselves.
Take Royal Challengers Bengaluru, for instance. Danish Sait’s Mr. Nags persona has become as synonymous with the team as their top-order batters. His behind-the-scenes banter and comedic sketches keep fans engaged well beyond match hours. Other franchises have followed suit, building loyal “creator squads” to fuel digital chatter.
Why the Shift to Influencers?
“Authenticity and relatability are the currency now,” said Aman Narula, COO of Mad Influence. “Creators don’t just sell; they connect. Their storytelling creates real community engagement — something traditional ads often fail to do.”
That connection seems to be working. A recent iCubesWire survey noted 65% brand recall, 59% engagement, and 14% direct conversions through IPL influencer campaigns. Long-term creator partnerships are also showing higher ROI compared to one-off ad blitzes.
More Brands, More Buzz
Traditionally dominated by FMCG and sportswear, the IPL advertising landscape now features a wider spectrum of industries. Brands like Tata Play are leveraging memes to promote IPL plans, while Cricbuzz is driving real-time content with influencers reacting to match moments.
In 2023, JioCinema reached 75 million users through 77 influencers. Dream11, another major player, clocked 41 million reach using just 15 influencers — showcasing the sheer scale of impact even a few strategic collaborations can achieve.
“Influencer marketing gets a hefty slice of IPL budgets,” said Ramya Ramachandran, Founder of Whoppl. “Beyond the usual suspects, we’re seeing B2B tech firms, SaaS platforms, luxury brands, and D2C labels all joining the fray.”
Top Spending Sectors This IPL Season
According to Rachit Sharma, Head of Brand Partnerships at Qoruz, the biggest spenders in IPL 2025 influencer marketing are:
- Entertainment & Streaming Platforms: 30%
- FMCG: 25%
- Consumer Electronics: 15%
- E-commerce & D2C: 15%
- Automobiles: 10%
- Others (including edtech and fintech): 5%
Micro and Regional Influencers Are Stealing the Show
Macro-influencers and celebrities are no longer the only stars. Micro and regional creators — who often boast more engaged, loyal followers — are increasingly in demand.
In IPL 2024, micro-influencers accounted for over 56% of all branded IPL content. Fantasy sports apps like Dream11 and My11Circle have leaned heavily on regional voices to reach Tier II and III markets, contributing to a 20% boost in downloads last season.
“Micro-influencers provide better ROI due to stronger community bonds and cost-effectiveness,” Sharma explained. A Collabstr report supports this, noting that micro-influencers can deliver up to 60% higher engagement rates than their bigger counterparts.
The Sleep Company’s CMO, Ripal Chopda, affirmed the hybrid approach: “We use a mix — micro for trust, macro for reach, and celebrities for aspiration. It depends on what the campaign needs.”
Creators Get More Creative Control
Unlike earlier years, when brand briefs were rigid, 2025 is seeing more collaborative storytelling. Brands are setting structured guidelines while allowing influencers to adapt content to their tone and regional context.
“Brands now focus on cultural cues, language, and local consumer behaviour in their briefs,” said Narula. “But creators are also getting space to shape narratives in their own voice.”
Paayal Jain, a creator working with several IPL-linked brands, noted that this year’s collaborations are more immersive. “We’re not just promoting products — we’re helping build buzz for the IPL itself. There’s more trust in our creative instincts.”
However, not all creators are feeling the heat. Influencer Shivam Arora shared that IPL 2025 feels “quieter,” with fewer standout brand collaborations or innovative content ideas. “The usual suspects are still there — OTTs, sponsors, channels — but nothing out-of-the-box,” he said.
Formats That Are Winning the Game
In terms of content, meme collabs, live match-day updates, real-time fan interactions, and on-ground content are among the most popular strategies. Think Q&As, behind-the-scenes exclusives, and trend-jacking skits.
“Engagement-led formats are in demand,” said Ramachandran. “Brands want content that doesn’t just talk at fans, but with them.”
The Final Scorecard
Influencer marketing is no longer the sidekick to TV ads during IPL — it’s running a parallel league of its own. With creators driving region-specific storytelling, meme culture, and fan engagement, the IPL content ecosystem is more layered and dynamic than ever.
The key to standing out? Understanding the audience, not just reaching them. As brand strategies evolve, creators have gone from being digital billboards to strategic storytellers — the real match-winners in the marketing playbook.
