From sideshow to mainstream

• Brands line up ₹550 cr for influencer marketing this IPL

- CHRISTINA MONIZ

THE INDIAN PREMIER League (IPL) is the biggest eyeball generator, already so every brand worth its salt would love to join the party. But with ad rates reaching ₹16-18 lakh per 10 seconds on TV and ₹350 per mille on digital, the cost of advertising on the IPL has also become prohibitively expensive.

Little wonder then that brands looking to cash in on the cricket fever are exploring influencer marketing as an alternative advertising vehicle this IPL. According to a report by influencer marketing and intelligence platform Qoruz, brands are expected to invest ₹550 crore in influencer-led campaigns this season. The top segments expected to drive this spending are entertainment and streaming platforms (30%), FMCG (25%), consumer electronics (15%), D2C brands (15%), auto (10%) and others (5%).