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According to Gaurav Jain, Chief Business Officer (CBO) of ShareChat & Moj, social media platforms are set to witness a massive Rs 850 crore ($100 million) ad spend during this Indian Premier League (IPL) season.
"We are nearing a $4 trillion economy with about 25 billion ad impressions. In fact, anything less than $100 million doesn't seem very big to me. Rs 850 crore is the benchmark for IPL social media ad spends this year," the ShareChat CBO stated.
Social media advertising has seen phenomenal growth, reaching Rs 10,506 crore in 2024, accounting for 23% of the digital ad spend. This contributed to a 21% increase in the overall digital advertising market, projected to touch Rs 59,200 crore by the end of 2025, according to the latest Dentsu-e4m Digital Advertising Report.
He explained that IPL is a high-energy event where cricket fans actively engage with social media while watching matches. “Whether they are celebrating their favorite team’s victory or passionately discussing the game, cricket fans love sharing their emotions in real time. We see this deeply on platforms like ShareChat and Moj.”
Regional-first digital platforms have significantly reshaped IPL fandom, with millions of users preferring to discuss matches in their native languages. ShareChat’s data indicates that 92% of cricket fans in India now consume cricket content in their regional language, marking a 29% growth from the previous season. This shift has made brands increasingly invest in vernacular content marketing to drive engagement.
Influencer marketing & brand innovations
Before the IPL began, the influencer marketing intelligence platform Qoruz projected that brands would spend Rs 550 crore on influencer-led campaigns during IPL 2025. But, now after a week, the growing trend shows more brands collaborating with regional influencers to enhance audience engagement.
“By mid-February, we start receiving brand briefs on potential innovations—be it hashtag challenges, virtual lenses, or other interactive tools. Branded hashtag challenges, in particular, are a huge hit among advertisers, as they let fans showcase their team loyalty while engaging with brands,” Gaurav revealed.
Brands are keen on measuring returns on investment (ROI), and platforms offer multiple tools to track campaign effectiveness. “That’s always a key question advertisers and agencies ask us. We support campaigns with third-party BLS (brand lift surveys), using scientific A/B testing to measure the real impact on brand perception.”
Additionally, advanced tracking tools allow brands to monitor metrics like view-through rates, engagement levels, and click-through rates, ensuring transparency and performance evaluation.
Regional marketing success stories
He shared multiple examples of successful regional campaigns that highlight the power of vernacular influencer marketing.
“For instance, India’s largest smartphone company launched a ‘Hashtag Awesome Anthem’ campaign with us, leveraging regional creators. It garnered approximately 440 million views, with 110,000–120,000 users generating content, demonstrating the power of localized marketing.”
An OTT player also leveraged ShareChat to distribute content in multiple regional languages, amassing 650 million views and engaging over 200 million users.
“Gone are the days when a single ad in English or Hindi would suffice. If you create content in vernacular languages, engagement levels soar, which ultimately reflects in offline sales.”
Another success story involved India’s leading FMCG brand, which ran a ‘Hashtag Stamina Cup’ campaign for its energy drink. The campaign blended sports excitement with brand messaging and racked up around 350 million views, with a remarkably high engagement rate of 14%.
A shift toward a vernacular-first strategy
The dominance of regional content is reshaping digital marketing strategies, prompting brands to prioritize a vernacular-first approach.
Gaurav explained “This means it should not be an afterthought. The entire concept creation and media planning should revolve around reaching the right audience in their preferred language. As viewers can make out dub and fake content within seconds and brands have chances to lose credibility or appeasement among their potential customer mind”
Second-screen behavior is playing a critical role in IPL viewership, with 86% of users consuming cricket content on mobile while watching TV. Additionally, short-form content has emerged as the second most significant factor driving IPL conversations online. There has also been a fourfold increase in user-generated cricket content during match hours.
Influencers drive stronger brand engagement
“One of the biggest learnings we’ve observed is that the days of hiring a big celebrity or a star cricketer for a pan-India campaign are fading. The real results are now coming from regional nano and micro-influencers, who have a stronger ability to drive in-store sales rather than just creating buzz," he said.
A recent industry report further highlights this trend, showing that 65% of consumers recall social media campaigns backed by influencers. Notably, 50% of respondents consume influencer-led campaigns primarily on YouTube, followed by X, with Instagram ranking lowest at 12%. Over 59% engage actively with influencer content, while only 9% remain passive.
Interestingly, despite the IPL season, entertainment influencers outperform sports influencers in engagement levels—standing at 38% versus 18%, respectively. Furthermore, 14% of respondents reported making a purchase due to an influencer campaign, with male consumers responding more actively. Notably, 35% of consumers engage more with influencer campaigns when brands establish long-term associations, signaling a growing affinity for sustained brand-influencer collaborations.
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