In the ever-evolving world of the Indian Premier League (IPL) advertising, the screen isn’t just a screen anymore, it’s a battleground for attention, a launchpad for memes, and increasingly, a gateway to commerce. What used to be a straightforward broadcast experience has now exploded into a dynamic, multi-screen ritual where fans swipe, share, and shop even as the match unfolds. As the boundary between entertainment and engagement blurs, brands are reimagining how they show up during the biggest cricketing spectacle of the year, not just to be seen, but to spark action.
Sujala Martis, Consumer Marketing Director, Platinum Guild India (PGI), observes that IPL 2025 has brought three clear shifts to the forefront, the rise of second-screen dominance, the power of snackable storytelling, and the acceleration of commerce-ready content. “Fans are no longer just watching, they’re simultaneously sharing, chatting, memeing. Campaigns must design for this reality, not fight it,” she said.
Recently, the Men of Platinum unveiled #HonourThe7, a powerful tribute to cricket icon MS Dhoni.
Building on the Men of Platinum x MS Dhoni Signature Edition, #HonourThe7 initiative invited fans to share a heartfelt 7-word tribute to Dhoni through a dedicated WhatsApp journey. Each entry is transformed into a personalised AI-generated video anthem featuring the fan and their message- a memorable digital keepsake to be shared across social media.
When asked how Men of Platinum has adapted its tone and messaging to connect with the evolving IPL audience, particularly Gen Z and younger millennials, Martis explained that cricket has always been a cultural superpower in India and for Men of Platinum, it’s a strategic lever. Few things connect with audiences across generations, geographies, and mindsets the way cricket does. It’s more than sport – it’s emotion, identity, and community. And at the heart of that cultural current sits the IPL, cricket’s most electrifying manifestation in motion.
“Since 2023, we’ve consistently shown up during the IPL as active participants. We’ve used it as a platform to bring our values to life in ways that feel personal, participatory, and emotionally relevant. In IPL 2023, we launched “Man of Platinum of the Match” in collaboration with Cricbuzz, spotlighting players who embodied the brand’s core values. Fans could also engage through social contests and win match tickets, making the experience interactive and reward-driven. In IPL 2024, we partnered with ESPN Cricinfo to invite fans to nominate their own “Man of Platinum”, a take on the man of the match that showcased players who embodied character, and not just performance. The campaign included 22 custom content segments and drove over 240 million views across YouTube and Meta,” Martis said.
Furthermore, she went on to say that in IPL 2025, building on the recent launch of the MS Dhoni Edition from Men of Platinum, they launched #HonourThe7 – a tribute to MS Dhoni that invited fans to share 7-word tributes via WhatsApp.
These entries were turned into AI-generated anthems, creating personalised, shareable moments for every participant. The campaign was further anchored by “The Dhoni Legacy”, a content series with ESPN Cricinfo that explored Dhoni’s journey through the lens of the values we stand for.
“With Men of Platinum, we’ve always believed that the future of fandom is co-created, emotionally charged, and deeply contextual. Our brand is rooted in values like resilience, courage, and perseverance – the kind of values younger audiences find both aspirational and personally relevant. Our campaigns have always tapped into personal journeys, inner victories, and character-defining moments, the aspects that truly resonate with this generation. And our icons – MS Dhoni, KL Rahul, and Surya Kumar Yadav – embody these values on and off the field. They’re not just ambassadors; they’re authentic narrators of our story,” Martis said.
“Whether through storytelling-driven content series, emotionally anchored campaigns like #GreatnessLiesWithin, or platform-native activations, we’re ensuring that Men of Platinum feels more like a personal reflection of the consumer’s own aspirations,” she added.
She also emphasised that the IPL has today become a cultural phenomenon. For brands, especially those looking to connect with Gen Z and millennial consumers, it offers a high-intensity moment of convergence, where reach, relevance, and emotional impact align.
“With Men of Platinum, we’ve always tapped into this moment as a way to culturally embed our brand. We approach this event with the intent of drawing our audiences in – engaging with them as active participants in the cricketing conversation, co-creating content, responding in real-time to match moments, and aligning our values with the ones fans see in their heroes on the field,” she said.
Furthermore, Martis highlighted that Men of Platinum is rooted in a rare set of values – just like the metal itself. It celebrates a modern archetype: a man of unwavering character who, in his pursuit of success, stays true to the values that define him. And there’s perhaps no better analogy for this than the game of cricket. Because in cricket, what separates players from true icons isn’t just skill – it’s the values they live by, on and off the field.
“That’s why MS Dhoni continues to be the perfect embodiment of the brand. He’s not just a cricketing legend; he is a living personification of the values we champion, composure under pressure, quiet leadership, and unshakable humility. His jersey number ‘7’ has become more than a number – it’s a symbol of legacy, of character built over time,” Martis said.
“At the heart of this entire initiative of course, sat a powerful product story: the MS Dhoni Edition – a signature platinum jewellery collection, launched in 2024. Crafted in one of the rarest metals on earth and engraved with Dhoni’s actual signature, it gained acute relevance as Dhoni returned to the IPL stage – reigniting emotion, nostalgia, and national conversation. It was a moment when product, personality, and purpose aligned perfectly. Building on that momentum, we launched #HonourThe7 – a campaign that gave fans a voice in celebrating the values Dhoni represents. We invited them to write a 7-word tribute – a symbolic act of honouring their hero. These tributes were turned into AI-generated anthem videos, personalised and instantly shareable, making every fan feel seen, heard, and part of something iconic,” she added.
She also mentioned that strategically, it tapped into the second-screen reality of modern IPL consumption, where fans watch on one screen and engage on another. Creatively, it flipped the script: instead of broadcasting a message, they let fans co-create with them.
WhatsApp played a critical role here, turning participation into a frictionless, intimate journey. From entering the tribute to receiving the anthem, fans experienced the campaign as a one-on-one interaction. It brought personalisation into the heart of fandom.
“And yes, this is a replicable model. Because today’s audiences don’t want to be spoken at, they want to be part of the moment. As content, commerce, and community continue to converge, campaigns like this show how cultural storytelling, product relevance, and platform-native design can come together to build a great brand experience,” she said.
While outlining both the short-term objectives and long-term brand goals of the #HonourThe7 initiative, Martis shared that in the short term, #HonourThe7 was about leveraging the cultural momentum of MS Dhoni’s return to the field. His presence was emotional, nostalgic, and perfectly timed.
“We saw an opportunity to channel that energy into: high-impact visibility, fan engagement, and renewed interest around the Men of Platinum x MS Dhoni Signature Edition. It was a moment designed for conversation, and we made sure the brand was at the heart of it,” Martis said.
“But the real win will always be a long game. #HonourThe7 was crafted to reinforce what Men of Platinum truly stands for – that platinum isn’t just rare, it represents a rare character. The kind of values that don’t fade with time: resilience, endurance and quiet strength. In the jewellery category, this was our way of standing apart. The initiative helped us deepen the emotional layer of the brand, making it feel aspirational, authentic, and rooted in something deeper. It was about creating connection, and that’s what sticks, long after the season ends,” she added.
While discussing how brands can carve a distinct identity in the increasingly cluttered advertising landscape of a high-octane property like IPL 2025, Martis highlighted that the IPL is no longer just a cricket tournament; it’s a cultural phenomenon that unites millions, blending sport, entertainment, and storytelling into a single format. That makes it an incredibly powerful platform – but also one of the most crowded.
“To stand out, brands need to do more than show up. They need to mean something in order to bring a point of view, evoke a feeling, or create a memory. The audience, especially Gen Z and younger millennials, is fluent in filtering out the noise. They’re looking for participation, authenticity, and experiences that feel personal,” she said.
“Digital has levelled the playing field. With over 90% of Gen Z fans consuming sports through digital channels, and 93% using a second screen while watching live, the opportunity lies in creating content that complements, not competes with, the game. Short-form video, real-time storytelling, memes, fan-driven formats – these are the new front rows of fandom,” Martis added.
Furthermore, she went on to say that it’s also worth recognising that sport today is as much about what happens off the field as on it. Fans tune in for behind-the-scenes moments, player perspectives, lifestyle content, and narratives that reflect their own aspirations.
“In this cluttered environment, relevance is earned through context, consistency, and cultural fluency. It’s about being the most in tune with what the audience is feeling, in that moment, on that platform, in that format,” she mentioned.
When asked about the IPL-specific trends emerging this year in advertising formats and consumer behaviour, Martis elaborated that IPL 2025 is revealing three clear shifts:
- Second-Screen Dominance: Fans are no longer just watching, they’re simultaneously sharing, chatting, memeing. Campaigns must design for this reality, not fight it.
- Snackable Storytelling: Short-form, emotionally charged content is winning attention spans, especially when anchored in real-time moments.
- Commerce-Ready Storytelling: Discovery-to-conversion journeys are getting compressed. Interactive formats like CTV QR codes, WhatsApp integrations, and shoppable content are closing the loop faster than ever.
“Attention is fleeting, but connection is lasting. Brands that understand this nuance are leading the conversation,” she added.
Martis also shared her perspective on the future of sports marketing, highlighting how AI, personalisation, and fan-generated content are poised to reshape brand storytelling. She noted, “The intersection of AI, personalisation, and fan behaviour has the potential to reshape everything we know about sports storytelling. But it’s not just about what tech can do, it’s about how we use it to create more human, meaningful experiences.
Here’s how we see that playing out:”
1. Human-first storytelling, powered by tech:
AI works best when it supports, not replaces, emotion. In sports marketing, success lies in using AI to sense fan sentiment, trigger the right content at the right time, and amplify messages that already carry emotional weight. Generative tools can scale personalisation, but the why of the story must still come from a deeply human place, whether it’s a tribute to a sporting legend or a message about character and values.
2. Contextual, real-time engagement is now non-negotiable:
Fans today are second-screening and multitasking like never before – campaigns must be built to live in that environment. AI plays a critical role here, detecting match-day moments, trends, or triggers in real time and pushing out content that feels timely, relevant, and organic. From moment marketing to reactive meme content, it’s about keeping pace with the fan.
3. From passive viewers to co-authors of the brand story:
AI allows brands to invite fans into the narrative, not just as viewers, but as participants and creators. Whether its fans co-creating content, personalising merchandise, or engaging in interactive experiences, the future of fandom is participatory.
4. Smarter personalisation, powered by behavioural insight:
Rather than asking fans what they want, AI lets us watch what they respond to, the players they follow, the moments they engage with, the content they share. This behavioural data, combined with generative capabilities, enables targeting and customisation. The result is an interaction that feels less like a marketing push, and more relevant.
“AI is rewriting the rules, but it’s empathy, timing, and human truth that will set winning brands apart. In sports marketing, tech should amplify what fans feel, not replace it,” Martis said.
