70% IPL ad spends on digital & TV, rest on channel, retail visibility: Luminous CMO

With IPL driving massive digital conversations, brands are doubling down on social media strategies to capture real-time viral moments. Leveraging of user-generated content (UGC) has led to a 30-35% spike in media engagement, shared Neelima Burra, CMO of Luminous Power Technologies. 

As brands increasingly deploy dedicated teams to track and capitalize on viral trends, the race to turn engagement into impact is fiercer than ever.

“Rajasthan Royals is one of the busiest teams on social media (4.7 million followers) right now. While teams like RCB and Mumbai Indians gain traction due to star players like Virat Kohli, Rohit Sharma Rajasthan Royals has carved its niche by actively engaging with fans through UGC,” said Burra.

According to Burra, the team’s engagement has soared due to real-time interactions and innovative campaigns. Luminous Power Technologies has strategically placed its brand on the Rajasthan Royals’ jerseys, with players like Yuzvendra Chahal, Sanju Samson, Yashasvi Jaiswal, and Riyan Parag sporting the company’s name prominently on the front.

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Sharing the brand's ad spends on IPL, Burra shared that it was 70% on digital connect and TV, and 30% on channel and retail visibility for new product launches.

Last year, the franchise launched the ‘Power Up’ campaign, which encouraged fans to participate in match discussions, rate performances, and predict winners. Winners received exclusive merchandise and leaderboard spots, further strengthening digital participation.

"Fans sent video messages, created posters, and even wrote postcards to wish the team success during critical matches. These interactions were then shared with the players, creating an emotional connection," Neelima explained.

Digital Command Center: Real-Time Analytics

To enhance fan engagement, Rajasthan Royals operates a digital command center that analyzes social media sentiment in real time. The team monitors what fans are saying about matches, specific moments, and even commercial breaks to tailor content accordingly.

Consumption of video content related to IPL 2024 nearly 3X compared to the previous season, indicating heightened fan engagement.

Rajasthan Royals has joined hands with Cricket District, a multi-platform media network based in the UK. Cricket District is set to produce behind-the-scenes content during IPL 2025.

Rohan Talpade, Head - Social Media at Rajasthan Royals, shared his thoughts on the partnership: "We first met the Cricket District in 2022 in Saint Lucia for a content collaboration, and we were extremely impressed. We always look for engaging ways to bring fans closer to the team, and Cricket District shares a similar approach to storytelling. This partnership is a wonderful opportunity to create entertaining and insightful content, with a special focus on long-form storytelling that gives fans an unparalleled experience following the team."

“When people are watching cricket, a power cut is the most hated moment. We track such instances and then push relevant content to keep engagement high,” said Neelima.

The command center also capitalizes on in-the-moment trends. For example, if a player drops a catch, the social media team quickly crafts relevant content, making engagement more interactive.

Behind-the-Scenes Access for Fans

Another crucial engagement strategy involves exclusive content from the players’ changing rooms and training sessions.

“Fans love unfiltered, real-time content. We create videos from the players’ rooms, reading areas, and practice sessions. This gives supporters a unique glimpse into their favorite cricketers’ routines, making them feel like a part of the journey,” Neelima noted.

This season, Rajasthan Royals is set to amplify this initiative further. From match-day predictions to integrated brand placements within fan conversations, the franchise continues to push the boundaries of digital engagement.

“Our goal is to bring fans closer to the team. Whether through UGC, in-the-moment content, or behind-the-scenes footage, we want to create a truly immersive experience,” Neelima concluded on how marketers leverage digital media to strengthen fan loyalty and brand partnerships.

Maximizing Brand Placement on Jerseys

Burra, who has previously worked on brand placements for Ursha (caps), Cargill Foods (title sponsorship on jerseys), and HP (top-right chest placement), believes that the best branding mileage comes from being the title sponsor with a logo on the front of the jersey. However, she stressed that logo placement alone is not enough.

“Many marketers think just placing a logo is sufficient, but it’s about what you do with that visibility,” she said. “For example, when I worked with HP, we placed the logo on the top-right of the jersey as a reminder medium. We complemented it by launching a whole range of thin and light gaming products. The logo served as a recall point, but the real impact came from our follow-up marketing strategy.”

At Luminous, the brand took center stage on the front of the Rajasthan Royals’ jersey, the prime real estate for sponsorships. Burra explained how they leveraged this placement effectively. “In our first year, we revived the brand with the 'Cricket Mein No Power Cut' campaign, making Luminous one of the most talked-about brands in digital media. This wasn’t just about brand recall; it was about sparking conversations.”

SOV, ROI and Business Impact

Burra elaborated on how brand campaigns should not just be about visibility but about driving business outcomes. “Prior to our campaign, Luminous was an elite brand with most conversations happening through traditional media, focusing on products and services. But with our IPL activation, we shifted the conversation to digital platforms and expanded our digital-native audience.”

OTT reach (JioCinema) increased to between 550 and 600 million by the end of the 2024 season. The platform reported a total of 2,600 crore (26 billion) views during IPL 2024, marking a 53% increase compared to the 2023 season.

Viewers collectively spent over 35,000 crore (350 billion) minutes watching content on JioCinema throughout the season. The average time each viewer spent on the platform increased to 75 minutes, up from over 60 minutes in the previous season.

JioCinema secured a record 28 sponsors and over 1,400 advertisers during IPL 2024, indicating robust brand engagement.

This shift had tangible results. “The campaign helped us relaunch our e-commerce business, and the increased viewership contributed to its growth. In the second year, we launched solar products with the 'Power Up' campaign, and this year, our focus is on positioning Luminous as 'India ka Solar Expert'. Each phase had a clear objective, ensuring that our brand engagement translated into business impact.”

One of the key challenges in marketing is measuring ROI beyond mere brand awareness. Burra emphasized that while Share of Voice (SOV) is an important metric, it should not be the only measure of success. “Many brands focus on SOV, but high media expenditure demands a clearer return on investment. We track engagement rates, click-through ratios, and conversions. By integrating digital campaigns with e-commerce activations, we ensure our brand visibility contributes directly to sales.”

Leveraging Digital & Influencer Marketing

Burra also pointed out the growing importance of digital and influencer marketing in IPL sponsorship strategies. “Today, many office-goers and professionals watch IPL online, and match timings are skewed toward evenings and weekends. This makes connected TV an ideal medium for brand engagement. A combination of digital and connected TV works best, and adding influencers on top of that is a bonus.”

To optimize brand impact, Burra recommends integrating digital campaigns with interactive elements. “Running contests and engagement-driven campaigns on e-commerce platforms helps convert visibility into direct business outcomes. This ensures that marketing efforts aren’t just about increasing followers or engagement rates but also about driving revenue.”

She concluded by reiterating the need for a data-driven approach in marketing. “Every company I’ve worked with has connected branding efforts with business results. Whether it’s launching incentive schemes during high-visibility periods or linking brand awareness campaigns to e-commerce activations, the key is to translate visibility into measurable business growth.”

The Rise of Second-Screen Viewing

The phenomenon of second-screen viewing is witnessing an unprecedented surge, with over 700 million people in India engaging with content across multiple devices. This trend is cutting across all demographics, from office-goers to homemakers, making it an indispensable avenue for brands looking to maximize engagement.

Neelima, a senior marketing executive, highlights the significance of this shift, stating, "OTT and mobile phones have become the backbone of media consumption today. We are witnessing a sharp rise in female viewership, and the ability to sync content across multiple screens ensures brands stay top-of-mind."

Role of CTV & eCommerce

Brands are leveraging connected TV (CTV) and mobile platforms to amplify their reach. 

According to Neelima, the integration of these screens is no longer a choice but a necessity. "Our approach involves integrating CTV as a primary medium while ensuring seamless connectivity with mobile platforms such as CricBuzz and other digital hubs. Whether consumers are watching scores or engaging with entertainment content, they remain within our brand ecosystem."

The strategy extends to e-commerce as well, creating a loop that strengthens consumer interaction. Partnerships with payment platforms like Paytm allow real-time brand engagement, facilitating transactions while users consume content. Neelima elaborates, "Imagine watching a cricket match, ordering food via Zomato, and making payments on Paytm—brands can insert themselves into this cycle through smart integrations."

Choosing the Right Team

Sports partnerships, particularly in cricket, offer immense visibility and emotional connect. Choosing the right team, however, is a strategic decision influenced by various factors. Neelima explains, "The popularity of the team, their on-field performance, and engagement levels dictate our choice. A team that plays longer provides sustained brand visibility, making our investment more valuable."

She further emphasizes the importance of positioning within the partnership. "We evaluate whether our brand will get a leading arm position, title sponsorship, or prominent logo placements. The presence of influential players also plays a major role, as they serve as natural brand ambassadors."

Beyond visibility, brands seek partnerships that align with their core values. Luminous India’s collaboration with Rajasthan Royals is an example of this synergy. The team’s commitment to sustainability matched the brand’s focus on solar energy solutions, leading to an innovative jersey design featuring solar panels.

Neelima shares, "This collaboration wasn’t just about branding; it was about shared values. Last year, we powered 260 homes based on sixes hit during the ‘#PinkPromise’ match. This year, we hope to exceed that number, ensuring our partnership makes a tangible social impact."

She explained the "ABC of marketing": A for auspicious occasions, B for Bollywood, and C for cricket. According to Burra, these three cultural elements drive brand building in the country.

“When I say cricket, IPL is the biggest festival. The buzz has already started, and Bollywood and cricket merge here. You will find many celebrity faces endorsing brands. This makes IPL one of the best platforms for brand integration,” she said.