IPL 2020 was a platform for several emerging ed-tech brands to make an impact on a national scale and also have unprecedented massive viewership that resulted in the season for record books. There has been a change in the view of the IPL as a platform since at first, the platform was for big spenders and brands and now the property has given a more powerful platform for brands across categories and irrespective of spending power. This confirms that the potential of India’s biggest cricket event is very high. To leverage the IPL broadcast each brand adopted a different approach so that they can create a way in which the number of downloads and business growth can increase in a bid way.
In the year of pandemic, IPL has brought happiness to the country and a drastic change in consumer behavior. There was a positive impact on the people when the tournament coincided with the festive season. After this, the advertisers lined up to associate with the property. Special mention must be made about the ed-tech category while the league saw many brands associate with it. One of the brands that have a close association with IPL in particular and cricket, in general, is Byju’s. In last year Marketing Head of Byju’s, Atit Mehta articulated the decision to increase the ante on the company’s association with the IPL. He commented that the reach of the IPL is unparalleled. This also helps in the development of the students. Through sports, many soft skills are learned. A joint of sports and education will play a major significant role. The first major sports association for yet another ed-tech company, upGrad is the 2020 season of IPL. To rum, their latest ad campaign on TV the brand inked its deal with Star India to drive awareness to tier I, II, and III markets.
The year 2020 has proved to be a period that emerging categories of advertisers made their mark. For brands like Byju’s, upGrad, and Extramarks the past year have been one of the challenging and the success stories of the brands. A question of what record will it break in the summer of 2021 if the IPL could increase the growth and give a big boost in the sentiment of the consumer during the festive season during a watershed 2020.
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