Best Brand Campaigns During IPL 2025: Top Creative Wins

IPL isn’t just a cricket tournament; it's a massive marketing megaphone. In 2025, brands pulled out all the stops to capture fan attention, using a mix of humor, nostalgia, real-time moments, and high-impact outdoor activations. Here are some of the most impressive campaigns that not only rode the cricket fever but also created real marketing magic.

1. Dream11 – “Aapki Team Mein Kaun?”

One of the biggest names in IPL advertising, fantasy gaming platform Dream11, delivered a blockbuster campaign for 2025. The ad, titled “Aapki Team Mein Kaun?”, brought together Bollywood stars Aamir Khan and Ranbir Kapoor with top cricketers like Rohit Sharma, Rishabh Pant, Hardik Pandya, and Jasprit Bumrah.

This campaign stood out because:

• Star Power + Humor – The banter between Bollywood actors and cricketers gave the ad mass appeal and made it highly shareable.

• Fantasy Tie-In – By using the “team” metaphor, Dream11 emphasized its core offering (building your team) in a very relatable way.

• Multi-channel Execution – It ran on TV, digital, and social, making it impossible to miss during IPL buzz.

Why it worked: It merged fantasy gaming with celebrity storytelling, creating both emotional and aspirational appeal.

2. Zupee – “Laga Chakka, Toh Inaam Pakka”

Gaming brand Zupee tapped into real-time excitement with its “Extra Winnings” campaign. Every time a six was hit in an IPL match, users of the Zupee Ludo app unlocked rewards.

Key strengths:

• Contextual Engagement – By linking in-game rewards to real cricket moments (sixes), they made the app feel part of the live match experience.

• Celebrity Endorsement – Featuring legends like Harbhajan Singh and cricket host Jatin Sapru added credibility and appeal.

• Cross-Platform Reach – Ads ran across TV, digital, and social media, making sure the “six = reward” message penetrated deeply.

Why it worked: It turned passive viewership into active participation, driving engagement and downloads.

3. The Sleep Company x Mumbai Indians

In a more thoughtful, performance-focused move, The Sleep Company partnered with the Mumbai Indians with the campaign: “Jam ke soyenge, tabhi toh jam ke dhoyenge” (“Sleep properly to give your best”).

What made it special:

• Performance Link – The message tied sleep quality to athletic performance, making it relevant for cricket fans.

• Brand Fit – For a sleep brand, associating with a high-energy sports team was smart and credible.

• Merch & Activation – The campaign included co-branded merchandise, enhancing real-world fan connection.

Why it worked: It was subtle and meaningful, not just an IPL tie-up, but a value-driven collaboration.

4. PUMA x RCB – Personalized OOH Billboards

Outdoor (OOH) marketing got personal this IPL. PUMA, associated with Royal Challengers Bangalore (RCB), ran a campaign where fans’ photos were dynamically displayed on digital billboards alongside star players.

Highlights:

• Fan Participation – Fans could upload their own images via QR code, making them part of the campaign.

• Real-Time Connection – Seeing their ads just next to cricketers on a billboard created a powerful emotional bond.

• High Visibility – These billboards were placed in key city locations for maximum visibility.

Why it worked: It amplified fandom and made the campaign feel personal, not just a common promotional advertisement.

5. Too Yumm – Edible Placards

A truly quirky and bold OOH stunt: Too Yumm, a snack brand, came up with edible placards printed with match-day slogans. These giant chips, printed in edible ink, were waved in the crowd and later eaten.

Why this campaign was a hit:

• Memorable & Novel – Very few brands use edible billboards, making this unique and share-worthy.

• Match-Day Fun – It fit the IPL vibe perfectly: food + cricket + fan energy.

• Viral Potential – Such a stunt was certain to generate social media buzz.

Why it worked: It combined innovation, interactivity, and indulgence into one activation.

6. Shalimar Paints x Mumbai Indians – “Painting Delhi Blue”

Shalimar Paints, in collaboration with the Mumbai Indians, launched a “Fan Car” campaign in Delhi. A car was decked out with MI branding and a giant paint can, driving through iconic city spots.

Highlights:

• Experiential Activation – The campaign went beyond static ads to create a moving brand experience.

• City Connection – By touring cities, they physically brought MI’s spirit to fans in local areas.

• Engagement – The paint-can car concept was playful and grabbed a lot of attention.

Why it worked: It was whimsical, on-brand, and deeply experiential, exactly what OOH should do in a big event like IPL.

7. KKR – “Zidd Ki Nayi Hadd”

Kolkata Knight Riders (KKR) ran a campaign under the slogan “Zidd Ki Nayi Hadd” (Determination Has No Limits).

What made it effective:

• Emotional Messaging – Focused on grit, persistence, and ambition core values of the team.

• OOH Strength – Billboards and cab wraps across Kolkata reinforced the message with high visibility.

• Identity Building – It wasn't just about winning; it was about attitude. That resonated with fans.

Why it worked: It built a strong emotional narrative around the team’s spirit, not just performance.

8. Durex – Bold Moment Marketing Before the Final

Just before the IPL 2025 Final (RCB vs Punjab Kings), Durex India dropped a cheeky social media post: “18 years. 2 virgins. Who will get lucky tonight?”

Why this campaign grabbed eyeballs:

• Humor + Risk – Very bold and risqué, exactly aligned with Durex’s brand voice.

• Clever Play on History – Both teams had never won an IPL title in 18 years; the ad cheekily played on that.

• Viral Potential – Naturally sparked memes, shares, and conversations across social media.

Why it worked: It was provocative, timely, and perfectly in the spirit of IPL’s big moment.

9. Royal Challengers Bangalore – Soft-PR Through Fans

RCB’s soft-PR approach in 2025 was quite refreshing. Instead of just pushing big ads, they amplified fan-generated content, regional music, and hyperlocal storytelling.

Key elements:

• Fan Ownership – By featuring fan chants, street art, and local creators, RCB made the fans feel like co-creators.

• Authentic Storytelling – Regional artists and folk music merged with cricket to create a unique, culturally rooted narrative.

• Long-Term Branding – Rather than a quick viral hit, this campaign aimed for a lasting emotional connection.

Why it worked: It felt genuine, community-driven, and deeply resonant, especially for die-hard RCB fans.

10. RCB Victory & Brand Celebrations

When RCB finally won their first IPL title in 2025, many brands leveraged this historic moment with tailored activations. According to Brands. Brands like Swiggy Instamart (“17 Saal Ka Sabr” discount), PhonePe, Amul, Puma, and local fan merch companies jumped into celebratory campaigns.

Standout moves:

• Swiggy Instamart: Offered fans a 17-hour “celebration discount,” tying loyalty to the long-awaited victory.

• Puma: Launched a limited-edition “Champions 2025” jersey, tapping into fan emotion.

• Amul: Created topical cartoons and posts that captured the joy and relief of RCB’s victory.

Why it worked: Brands didn’t just slap a congratulatory message; they connected with the emotional journey of fans who had waited years for this moment.

Lessons for Marketers: What Made These Campaigns Win

Conclusion

IPL 2025 wasn’t just about big overs and wickets; it was a playground for brands. Some went for spectacle, others for emotion, and a few took bold risks. The campaigns that stood out shared one thing: they understood fan psychology.

• Dream11 brought cinematic flair.

• Zupee made fans part of the game.

• PUMA gave fans a billboard moment.

• The Sleep Company tapped into performance and rest.

• Durex made humor bold again.

• RCB created a community, not just a fan base.

These were the brands that didn’t just advertise during IPL, they celebrated it, lived it, and made fans feel included.

FAQs

Q1: Why is IPL such a big marketing platform for brands?
IPL has huge viewership, passionate fans, and high cultural relevance in India, making it a perfect stage for brands to connect emotionally and at scale.

Q2: How did small brands benefit during IPL 2025?
Smaller/ regional brands like Shalimar Paints used experiential OOH campaigns to gain maximum visibility. RCB also highlighted local artists and fans, giving grassroots players a platform.

Q3: Did any brand use real-time marketing?
Yes, Zupee converted real-time match moments (sixes) into in-app rewards. Durex dropped a viral post just before the final.

Q4: What is soft-PR, and how did a team use it?
Soft-PR is more organic and fan-led rather than heavily scripted. RCB used it by amplifying fan content, street art, and regional music.

Q5: Can other brands learn from these IPL campaigns?
Absolutely. The lessons are universal: combine emotion + real-time hooks + fan participation + creativity = brand love.