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Sixes Vs Socials: Decoding Cricket Mania Marketing in IPL 2024

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The Indian Premier League (IPL) isn’t just about electrifying cricket matches played across 13 cities; it’s a social media phenomenon that grips the nation. From March 22nd to May 26th, 2024, the 10 teams – Delhi Capitals, Kolkata Knight Riders, Lucknow Super Giants, Mumbai Indians, Rajasthan Royals, Chennai Super Kings, Gujarat Titans, Punjab Kings, Royal Challengers Bangalore, and Sunrisers Hyderabad – will battle it out on the field, a parallel war happens online – the war of influencer marketing while the cricket mania rages on.

A recent report by Qoruz paints a clear picture: influencer marketing in the IPL is poised for a massive 50% growth in 2024. Let’s delve deeper into the stats and see how influencers are playing a crucial role in this cricket extravaganza.

The Rise of Influencer Mentions:

The IPL’s social media buzz has been steadily rising. In 2019, there were just 1411 mentions of the IPL on influencer Instagram posts. That number skyrocketed to a staggering 6884 in 2023, highlighting the growing power of influencers in driving online conversations.

IPL Teams Leading As Social Media Superstars

The official Instagram pages of the teams themselves have become social media powerhouses. Chennai Super Kings, the five-time champions, lead the pack with a whopping 13.9 million followers, followed closely by Mumbai Indians (12.4 million) and Royal Challengers Bangalore (12.1 million). These teams understand the importance of online engagement and leverage their massive followings to build excitement.

King Kohli Retains Influencer Crown:

When it comes to player influence, Virat Kohli remains the undisputed king. Qoruz’s report assigns him an “influence score” of 9.8, followed by Shubhman Gill (9.06) and Mohammed Shami (8.98). These players are fan favorites across teams and naturally land the most lucrative brand collaborations.

Sports Influencers Dominate, JioCinema Shines:

Sports influencers continue to dominate the IPL influencer marketing landscape, accounting for a whopping 54% of all collaboration deals. JioCinema emerged as the undisputed champion in influencer collaborations during the 2023 season. Partnering with 77 influencers who generated 225 posts and garnered a staggering 5.4 million likes, JioCinema set a new benchmark for social media engagement during the IPL.

Hashtags: The Fuel for Engagement:

Brands are increasingly using creative, IPL-specific hashtags to amplify their campaigns. Myntra’s #cricketfeverwithmyntra and KFC’s #rollsat99 are prime examples. Interestingly, Qoruz’s report reveals a clear connection between influencer collaborations and brand growth. Myntra, for instance, saw a 5% increase in its audience post-IPL, demonstrating the effectiveness of this strategy.

Also Read: IPL 2024 Poised for a 50% Influencer Marketing Boom

Franchisees Up Their Social Media Game During IPL Cricket Mania

A new trend has emerged this year: IPL franchises are actively forging partnerships with content creators and influencers to boost engagement on their social media pages. Recognizing the immense popularity of the tournament online, teams are looking to leverage the power of influencers to connect with their fan bases. These partnerships extend beyond cricket, offering fans a glimpse into the players’ off-field lives.

Content Creators: From Funny Reels to Behind-the-Scenes Access

The type of content created by influencers varies across teams. Some, like Lucknow Super Giants (LSG), partner with comedians like Shubham Gaur to create humorous reels featuring the players. Others, like Royal Challengers Bangalore (RCB), have established long-standing partnerships with personalities like Danish Sait, who uses humor and quirky questions to engage with the cricketers. Teams like Rajasthan Royals (RR) have tapped into influencer talent like Taran Singh, known for his cricket-themed enactments, while Punjab Kings (PBKS) have partnered with stand-up comedians to create funny content. In the 2023 season, Gujarat Titans (GT)’s collaboration with former tennis player Tanvi Shah as their “GT insider” offered fans behind-the-scenes access through YouTube videos featuring player and coach interactions.

IPL 2024 promises to be a spectacle not just on the field but also in the vibrant online arena. With influencer marketing poised for a significant surge, the IPL is set to witness a captivating social media battleground where teams and brands fight for the hearts and minds of cricket fans across the nation.

Anusuya is a content samurai, slaying mediocrity with creativity. This Calcutta-born and Bengaluru-raised girl loves crafting compelling content across all realms; social media posts that pop to website copy that sells. When she's not hunched over her laptop, you'll find her creating Pinterest boards for her next vacation or binge-watching Asian dramas.

Gaming

S8UL and Mortal Nominated Again at Esports Awards 2024

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S8UL, India’s leading esports organization, continues to dominate the global stage. They’ve secured their third nomination at the prestigious Esports Awards, while co-founder Naman “Mortal” Mathur has been nominated for the fifth consecutive year.

The ceremony takes place on August 24th in Riyadh, Saudi Arabia, as part of the Esports World Cup. S8UL’s nominations fall under the Entertainment and Creative categories, a recognition of their innovative and impactful initiatives throughout the year. This solidifies their position as a true leader within the esports and gaming community.

Fans can show their support by voting for S8UL in the “Esports Content Group of the Year” category and Mortal for “Esports Personality of the Year” on the official Esports Awards voting page. More information and registration details are available on the Esports Awards website. S8UL won the best content group award at the event in 2022 as well!

Founded by a trio of Indian esports veterans – Naman Mathur (Mortal), Animesh Agarwal (8Bit Thug), and Lokesh Jain (Goldy) – S8UL boasts a roster of 26 marquee gamers who are revolutionizing the Indian gaming landscape.

The continued recognition is a testament to S8UL’s successful strategy and their position as a leader in the global esports arena. The organization is committed to setting high standards and constantly redefining excellence and innovation within the industry.

S8UL’s co-founders expressed their immense pride in the team’s achievements. These nominations acknowledge not only the years of hard work but also the significant impact S8UL has made on the esports world. They see it as a validation of their dedication to pushing boundaries in gaming and content creation, fueled by the unwavering faith and love of their fans.

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Gaming

Battlegrounds Mobile India Crowns Its First Content Creator King!

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KRAFTON recently hosted the much-anticipated Battlegrounds Mobile India Awards, recognizing the talented creators who fuel the game’s vibrant community. The first category, the JOD Content Creator Award, saw a fierce battle between some of India’s biggest BGMI names. Fans eagerly voted using in-game tokens, and after a thrilling race, the winner has finally been crowned!

Mortal Takes Home the Prestigious JOD Award

Dominating the competition is none other than the legendary Mortal (Naman Mathur)! Known for his exceptional skills, strategic brilliance, and captivating content, Mortal has been a force to be reckoned with since the PUBG Mobile days. His massive YouTube channel boasts millions of subscribers, a testament to his contribution to the popularity of both PUBG Mobile and its successor, BGMI. Renowned for his humility and relentless pursuit of excellence, Mortal’s victory comes as no surprise to his devoted fan base.

Mortal’s Journey to the Top

Naman Mathur, the gamer behind the Mortal persona, began his journey in 2016 with a YouTube channel featuring Mini Militia gameplay. However, it was PUBG Mobile in 2018 that truly launched him into stardom. Mortal’s competitive achievements are equally impressive, including victories in the PUBG Mobile India Series (2019) and the PUBG Mobile Club Open – Spring Split: India (2019). He even secured the Esports Mobile Player of the Year award at the Indian Gaming Awards in 2019. The transition to BGMI saw Mortal continue his dominance, leading Team SouL to victory in the 2022 Battlegrounds Mobile India Pro Series.

Mortal’s influence extends beyond gameplay. He’s a vocal supporter of esports growth in India and co-owns S8UL, a prominent gaming content creation organization. S8UL’s success, including winning the Content Creator of the Year award at the Esports Awards in 2022 and 2023, further underscores Mortal’s impact.

The Runners-Up

While Mortal reigned supreme, the other nominees deserve recognition. Shreeman Legend, known for his entertaining Marathi streams, secured the runner-up position.

Lolzzz Gaming, a member of the Godlike Organization, claimed the third spot, lauded for his dedication to rank push streams and fostering a strong community.

Joker Ki Haveli, Classified YT, Bandhookbaaz Ritesh, Regaltos, Krutika, Eagle Gaming (Malayalam), and Tyson Noob (Tamil) all play crucial roles in the BGMI ecosystem, each with their unique styles and dedicated fan bases.

The JOD Content Creator Award is a testament to the power of content creators in the gaming industry. Mortal’s victory highlights his unwavering dedication, while the recognition of all nominees showcases the diverse and vibrant BGMI community they nurture. As BGMI continues to flourish, these creators will undoubtedly remain at the forefront, shaping the game’s future.

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Gaming

S8UL Adds To GTA RP Roster with Creators Sunny Jha, Adil Maniar, Arpit Wadhawan

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S8UL onboards gamers creators - The Reelstars

The Indian gaming scene is warming up. S8UL, a prominent esports and gaming organization, has announced the onboarding of three dynamic gaming creators: Sunny Jha, Adil Maniar, and Arpit Wadhawan. These creators are set to spearhead S8UL’s Grand Theft Auto Role-Play (GTA RP) roster. Besides, a move that will help S8UL focus on expanding its influence in the GTA RP community.

This strategic addition will significantly enhance S8UL’s efforts in promoting GTA RP. Moreover, a genre that emphasizes role-play, collaboration, and narrative-driven interactions among players. With the addition of these creators, S8UL plans to elevate the multiplayer experience of “Grand Theft Auto V” (GTA V).

S8UL Expands Influence in Grand Theft Auto Role-Playpen_spark

Lokesh Jain, known in the gaming world as 8Bit Goldy and co-founder of S8UL, shared his enthusiasm about the new additions. “I believe the addition of Jha, Maniar, and Wadhawan to S8UL is more than an extension of our GTA roster. It aims to be a testament to S8UL’s commitment to nurturing and promoting talent within India’s gaming landscape,” Jain commented.

Sunny Jha, Adil Maniar, and Arpit Wadhawan are all known for their unique contributions to the gaming community. Their involvement is expected to inject fresh energy into S8UL’s GTA RP initiatives. Furthermore, attracting new players and viewers, and setting new standards for interactive and immersive gameplay.

S8UL’s focus on GTA RP comes at a time when the genre is gaining significant traction among gamers worldwide. Role-playing in GTA V allows players to create and live out complex stories. However, interacting with other players in a virtual world that mimics real-life scenarios. This form of gameplay not only entertains but also fosters creativity, strategic thinking, and community building.

With the addition of Jha, Maniar, and Wadhawan, S8UL is well-positioned to become a leading force in the Indian GTA RP Roster scene. As S8UL continues to push the boundaries of what’s possible in esports and gaming. However, the future looks promising for Indian gamers eager to explore new horizons in the world of GTA RP.

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