What 96 crore people are really watching during IPL

A few days ago, I screamed at the TV. Not because Dhoni hit a six. But because the delivery guy rang the bell during the death overs.

I paused the match, walked to the door, took the food, and blurted out something that even surprised me: “I ordered because of the ad during IPL.”

I laughed.
But then it clicked.
IPL isn’t just India’s cricket league. It’s India’s most powerful marketing machine.

We marketers love that line — “Meet your customers where they are.”

Well, in April and May?
They’re glued to their TVs.

Over 51 crore people on TV.
Another 45+ crore on JioCinema.
Glued to the screen. Screaming at sixes.

And in between those screams?
They’re soaking in the ads.
Noticing logos.
Remembering taglines.
Picking up on brands without even realising it.

It’s not about visibility anymore.
It’s about presence.

You see Qatar Airways on RCB’s jersey. Etihad on CSK’s kit. Budweiser in the timeout ads. Lay’s, CRED, and Pepsi doing their little dance before every over.

This isn’t sponsorship. It’s cultural infiltration.

Why is this working so well?

Because we’ve shifted from passive viewing to immersive branding.

IPL is no longer just entertainment. It’s a shared national moment. And the brands that show up inside that moment?

They aren’t just running campaigns. They’re joining a celebration.

In an era where everyone skips, scrolls, and blocks… Being part of the story beats shouting outside it.

And it shows.

A recent study revealed that barely 1 in 4 viewers could recall more than five brands per match.

Which means if your brand doesn’t feel like it belongs on that field?

t might as well not be there in the first place. Because in India, ads aren’t about awareness. They’re about belonging.

The fastest way to belong? Slap your logo on a jersey. Have Shah Rukh Khan to drop your punchline. Sponsor the pause before the final over.

Make your brand feel like cricket.
IPL doesn’t interrupt the viewer.
It immerses them.

You’re not watching an ad.
You’re watching your team.
And suddenly — your brand is in the moment.

As I like to say:

“A standout brand doesn’t just show up where the audience is. It shows up as one of them.”

So if you’re a global brand entering India?

Forget the old rules. Use the IPL as a quick way to succeed, but do it wisely. Don't just display your logo. Create memorable experiences. Sponsor unique moments. Join in the excitement.

Be the brand people cheer for — not scroll past.

And yeah…
that “My 11 circle mein aaja” jingle? It’s playing in a loop inside my head.