Leveraging IPL
Vikas Shah, Co-Founder, BigCity Promotions, talks about the evolution of brand activations surrounding the IPL and offers insights into the future of these initiatives
Q] We are currently in the middle of the IPL season. How have brand activations around the IPL evolved over the years?
We’re a Bangalore-based agency with 16 years of experience specialising in tactical reward and long-term loyalty programs. Our platform helps brands automate, gamify, and engage with customers, ensuring seamless reward fulfilment and transaction automation. For IPL activations, the approach has evolved from being driven by visibility to ROI, focusing on measurable impact rather than just exposure. Brands now aim to measure the effectiveness of their spends in terms of transactions, first-time buyers, and long-term engagement. The conversation has shifted to how these spends can be both measurable and reusable, with an emphasis on customer retargeting and impactful, data-driven outcomes.
Q] From your introduction of the company, it is evident that you are involved in experiential marketing. Based on your experience, how do you think experiential marketing has changed over the years and how does it tie back to IPL?
IPL's intense fandom and passion make it a perfect fit for experiential marketing. During COVID, a confectionery brand leveraged this by running a campaign where fans could support their teams from home. By giving a missed call, fans gained access to branded AR filters to cheer during match moments, creating a stadium-like experience at home. This activation sparked virality, as people shared their experiences with friends and family. IPL's deep connection to team pride and competitiveness provides rich opportunities for experiential marketing that taps into fans' emotions and drives engagement.
Q] How have AR and VR, as technologies, helped change the experiential game for brands?
AR has become much more accessible in recent years. A few years ago, accessing AR required specific hardware, fast internet, and external apps. Now, with widespread high-speed internet, AR experiences are seamlessly integrated into smartphones, requiring no downloads. This shift has drastically increased accessibility and engagement. AR allows brands to interact in real-time with users, creating richer, more personalised experiences based on their environment, such as weather or pollution levels. This not only increases the time spent with the bran
