The 2018 edition of the Indian Premier League has kicked-started, with unprecedented excitement amongst fans, as the league has chosen a multilingual and multi-platform avatar. For the first time, IPL is being telecast in six different languages across 11 channels, adding a regional focus to the sport and widening the audience base. The broadcast will gain more eyeballs and engagement will peak as audience may straddle between stadium, digital and television.

IPL 2018 unlocks more opportunities for the portfolio of Coca-Cola brands, enabling a segmented approach in reaching out to the right consumers, in the right markets, with the right brands. Three brands from Coca-Cola’s portfolio have joined hands with four teams: Coca-Cola with Delhi Daredevils and Kings XI Punjab, Sprite with SunRisers Hyderabad and Thums Up with Mumbai Indians. The brands will be leveraged on different platforms to connect with consumers at multiple touchpoints.

For instance, Coca-Cola is the main sponsor on Hotstar with integration on live matches such as: match notifications, customised emoticons, celebrating ‘Share A Coke’ moments with a younger audience on the go, and catching live action on multiple screen formats.

Thums Up leads the co-presenting association on TV, with 10 different feeds beaming the tournament. There are also special segments called ‘Thums up Charged Shots’ and ‘Sprite Refreshing Moments’ (for Tamil feed only). 

smartwater is present only on Star Select to connect with the premium audiences.

IPL enables these brands to leverage multiple platforms, focus on segmentation and build relevant connections with the consumers. The segmentation strategy is not limited to language and connection only. Coca-Cola believes that association with IPL enables it to engage with consumers during a key season. The 48-day, 60-match summer bonanza will also see conversations by brands on social media in languages beyond just English and Hindi.