IPL as Strategic Marketing Lever for Tech Brands: Insights from HMD Global's Ravi Kunwar
Detailed Analysis
Indian Premier League Becomes Strategic Lever for Technology and Smartphone Brands
The Indian Premier League (IPL) is undergoing a significant transformation, evolving from a high-visibility advertising platform into a core strategic lever for technology and smartphone brands. According to Ravi Kunwar, Vice President – India & APAC at HMD Global, the IPL's scale and real-time engagement make it uniquely positioned within the consumer journey.
India's marketing calendar is shifting, with the dominance of festive-led campaigns gradually being complemented by the cricket season. Kunwar notes that for a long time, the Indian marketing calendar revolved around Diwali, but today, that equation is changing, with the cricket season emerging as another powerful moment, especially for technology and smartphone brands.
The IPL's scale and real-time engagement create a natural synergy for handset makers, with millions of people tuned in at the same time, not just watching, but reacting, discussing, and sharing in real time. Much of this engagement happens on smartphones, making the device central to how fans experience the game. This creates a unique opportunity for smartphone brands, where the product is not just being advertised, but becomes part of the experience itself.
The evolution of the IPL has also reshaped how brands approach visibility during the tournament. While traditional sponsorships and logo visibility still play a role, they are no longer enough. Brands today are looking to participate more meaningfully through digital storytelling, creator collaborations, and immersive on-ground experiences.
The IPL now serves as a critical bridge between product cycles and the festive buying season, offering a valuable window to build awareness, generate excitement, and shape consumer perception ahead of peak demand. It allows brands to engage with consumers early and build momentum well before the festive rush begins.
HMD Global's association with the Rajasthan Royals is a case in point, with the partnership over the past two years helping the company build both strong visibility and meaningful fan engagement. The company is now deepening this association further and moving closer to the live action. This long-term collaboration mirrors a broader industry trend, with brands increasingly investing in longer-term, more immersive partnerships that go beyond short-term visibility.
The IPL also holds cultural significance, cutting across regions, languages, and demographics, becoming a shared experience for millions. However, authenticity remains key, with partnerships rooted in shared values, such as innovation, performance, or fearlessness, resonating far more strongly with audiences.
Looking ahead, Kunwar expects marketing during the cricket season to become more dynamic and continuous, with engagement being more interactive, more creator-led, and extending beyond the tournament itself. Audiences today are active participants, not passive viewers, and expect brands to engage in ways that feel natural and meaningful.
| Technology and Smartphone Brands | IPL Engagement | Traditional Sponsorships | | --- | --- | --- | | HMD Global | Strong visibility and meaningful fan engagement | Limited visibility | | Other brands | Increased engagement and participation | Limited visibility and engagement |
Table: Comparison of Technology and Smartphone Brands' Engagement with IPL
The cricket season has emerged as a marketing powerhouse in India, and for tech brands, it's no longer about quick visibility, but about building deeper, lasting connections with consumers.
