1) The document analyzes social media engagement during the 2015 Indian Premier League (IPL) cricket tournament. It finds that Mumbai Indians won the "social battle" while Kolkata Knight Riders were the most socially engaged team. 2) Popular players included David Warner, Dwayne Bravo, and Ravindra Jadeja. Yuvraj Singh was the most talked about overall. Amitabh Bachchan and Shahrukh Khan were the most influential celebrities. 3) Pepsi had the largest social media presence of any brand during IPL 2015 through their #CrashThePepsiIPL campaign. Other top engaging brands included Aircel, Red FM, Yes Bank, and

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IPL 2015– The Real Winners
EVENT HIGHLIGHTS
Disclaimer: Figures may vary by tracking methodology and tool. Numbers reported are indicative and not actual.

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Preface
Welcome to the hottest sports league in the world! – Forbes
The Indian Premier League (IPL) has been the biggest sporting
extravaganza with the highest ever viewership for cricket or any
other sport experienced in India . It was founded in 2008 by BCCI to
solve for the disconnect between cricket’s worldwide popularity and
the lack of commercial success of any domestic league. Since then,
the league has grown at breakneck speed.
Today, the IPL is 1 cup, 8 teams, 120 players, 45
days of excitement, 59 matches, and
millions of fans.
Objective of this report is to analyze the social buzz created around
IPL and identify the most-engaged/talked-about people, players, and
brands under various categories.
This report also showcases social strategies adopted by various
brands to connect with fans across social media during the IPL.

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Executive Summary
 As expected from a nation full of cricket fans, opening of the
event received a huge respnse on social media
 IPL has been popular among women and we observed a good
share of engagement online. SRK and AbRam being the key
conversation triggers for Kolkata Knight Riders
 Social Battle Winner - Mumbai Indians
 Social Star - Kolkata Knight Riders
 Bollywood – Show ka Glow was seen at IPL, SRK and Bachchan
Sr. being most influential actors on social platforms
 David Warner and Dwayne Bravo held their crease, Sir Ravindra
Jadeja saw his social index increase
 Cricketing experts like Harsha Bhogle and influencers like
Ramesh Srivats were actively engaged throughout the event
 Yuvraj Singh was the most talked about player of IPL this season
 Pepsi, with their CrashThePepsiIPL idea and aggressive social
engagement strategy, ensured they had the largest brand
presence on social. Aircel and YES Bank were not far behind
 Vodafone had the maximum airtime on television, Amazon being
next on the list

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Key Learnings
 Primetime of IPL conversations extend beyond the live ‘telecast’ on
TV and go on for couple of hours after midnight into next day. This
shows that brands can join the after-match conversations
happening online for better engagement
 Popularity of celebrities/cricketers/influencers, who are highly
active on social platforms, could be leveraged by brands for
improved reach
 An integrated multimedia campaign during the event can create
tremendous buzz for the brands. CrashThePepsiIPL campaign was
a blockbuster
 Conversations can be created smartly using the cross media
content generated for brands as in YES bank case
 Team sponsorships can be leveraged to enhance business
proposition for brands as for Aircel
 RED FM demonstrates that it is possible to create a wide reach
among real and virtual world’s viewers
 IPL is truly reflective of the fact that “Cricket is one the biggest
religions in India”

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Effective use of hashtags by IPL teams such as #apunkasuperstar by
MI, #idhunammaseason by CSK etc. received huge acceptance from
netizens
The conversations around IPL started a week before the scheduled start of event. All
thanks to “India Ka Tyohar” tagline which was a huge hit. Conversations were at peak
on opening day and continued in the first week, followed by a steady trend during the
league matches. The volume grew during playoffs and reached event maximum
during the final match.
IPL Overview
17.2Million
Posts Impressions#
152Billion 63.7Billion
Reach#
# Reach is the number of unique people who may see the post. Impression is the total number of potential views

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KKR RR MI KXI DD SRH RCB CSK
Male
Female
52% 54% 54% 55% 58% 60% 62% 66%
48% 46% 46% 45% 42% 40% 38% 34%
Gender Split
57% 43%
Female connected best with Kolkata Knight Riders and least
with Chennai Super Kings. We can thank King Khan and
Family (AbRam) for this :P

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Conversation Trace
On any match day,
conversations start
happening an hour before
the match and peak
conversations are
observed after end of the
match. India is a nation
full of cricket experts!
Opening League Playoffs Finale
00-
01
Hrs
01-15 Hrs
15-19
Hrs
19-24 Hrs
19-24 Hrs
15-19 Hrs
01-15 Hrs
00-01 Hrs

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Team Popularity
27
CSK
19
KKR
Week of 8 April Week of 15 April Week of 22 April Week of 29 April Week of 6 May Week of 13 May Week of 20 May
CSK
DD
KKR
KXIP
MI
RCB
RR
SRH
14
MI
CSK
KKR
RCB
RR
KXIP SRH
DD
MI CSK KKR RCB RR KXIP SRH DD
0
5
10
15
20
25
30
MI won the IPL 8 and
also the social battle
followed by CSK and
KKR. @MIpaltan all
the way!
MI caught up with CSK in the middle of
the tournament but CSK has always
been talk of the town since the
beginning of IPL
DD observed a steady decline in share
of conversations through the course of
the tournament and Royals never
picked up.
% share of mentions
% share of mentions based on conversations tracked during IPL

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Most Engaged On Social
Social
Star
KKR’s Shahrukh Khan has been
seen as the most influential owner
throughout the IPL 2015 season,
followed by Siddharth Mallya of RCB.
KKR has been the most active team
of the IPL season across all social
channels
#2 #3 #4#1
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base

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#1
Most Engaged On Social
#1
#4
Sir Ravindra Jadeja has been seen
as the most influential Indian
cricketer
#2 #3
#4#2 #3
AB De Villiers has been seen as the
most influential foreign cricketer
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base

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Most Engaged On Social
#1
Kamal R. Khan
Rajdeep Sardesai
Dia Mirza
#2
#3
#4
Amitabh Bachchan
has been the most
influential celebrity
of IPL 2015
#1
Aakash Chopra
Sourav Ganguly
Mohandas Menon
#2
#3
#4
Harsha Bhogle
has been the most
influential cricket
specialist of IPL
2015
#1
Miss Malini
Sreedhar Pillai
Rajesh Khilare
#2
#3
#4
Ramesh Srivats
has been the most
active influencer of
IPL 2015
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base

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Most Talked About IPL Players
By Team
YuvrajSingh|DD
M.S.Dhoni|CSK
G.Gambhir|KKR
RohitSharma|MI
DavidMiller|KXIP
ViratKohli|RCB
AjinkyaRahane|RR
Davidwarner|SRH
* Ranking done based on the total # of mentions by users across platforms within the conversations tracked

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Rising Stars of IPL 2015ShreyasIyer|DD
DeepakHooda|RR
MandeepSingh|RCB
AxarPatel|KXIP
* Ranking done based on the total # of mentions by users across platforms within the conversations tracked

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Brands
on Social

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Approach
Following slides showcase brands who have effectively utilized their
owned assets and the IPL wave to connect with audience on social
media.
Ranking of brands is done based on the follower/fan base, and
engagement driven by official handles of brands using relevant
content during IPL.
We analyzed numerous posts/tweets and activity across social
platforms to understand how these brands improved their social
scores through new and improved techniques to engage with
audience.

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#1 Pepsi
Pepsi launched a contest called #CrashThePepsiIPL and
#ThisIsAdmocracy engaging millions of user by asking questions,
conducting polls and showcasing their creativity, which also allowed
space for sister brand “Mirinda” to engage during IPL

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#1 Pepsi (Contd..)
Effective use of social platform like Facebook and Twitter to drive
traffic to YouTube resulted in higher number of video views (Top 3 Ads
created by users shown below)
11,57,762 views 5,02,743 views
25,16,631
views
Rajma – Upma:
Definitely the winner
with over twice the
number of views
recorded by #2 video

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#2 Aircel
Aircel used Twitter, where it has
more than half a million followers, to
connect and engage during IPL
Launched a massive campaign
called #Aircel1Plus3 which offered
customers get full talk-time, A2A
minutes and full data usage for a
given recharge value. This
campaign was a huge success and
clicked very well with
consumers/twitterati.
Along with tagging majority of the
posts with popular hashtags related
to CSK like #Whistlepodu ,
#IdhuNammaSeason, they also re-
tweeted many of the CSK tweets
Aircel engaged
users by asking
them to post their
pictures cheering
for CSK to win
prizes

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#3 Red FM
Red FM India ran contests during
IPL across all key social
platforms such as
#KKRGupShups on Facebook
and #TheKKRSlogan on Twitter
Red FM created an exclusive
platform—“KKR ka Control
Room” which brought the KKR
players and their fans together
They planned the extensive
campaign with a special focus on
on-air, off-air and digital initiatives
to create a connect with the
listeners across multiple regions
(Red FM Kolkata and Red FM
Hyderabad)

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#4 Yes Bank
#YESBANKmaximum contest on
Twitter garnered huge engagement
during IPL. Again, the posts were in
the form of questions.
“Who is @RakheeTandon?”
went viral after the final match
presentation ceremony which
helped YES BANK reach more
and more people

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#4 Yes Bank (Contd..)
Sharing columns and articles written by cricket experts mainly Ravi
Shastri and Rohit Sharma received good response on Twitter
In addition to the engagement, the display ad on TOI also gained
extra impressions.

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#5 Kingfisher
Kingfisher is one of the first brands
in India to leverage the full power of
the Twitter ecosystem to connect
and engage with their customers –
be it online, mobile or offline users.
Celebrating the Good Times by
getting fans to Dubsmash to the
Kingfisher jingle “Oo la la la le o” is
a cool idea to engage its consumers
using #UnitedByGoodTimes and
#KFDubsmash.
Came up with an idea 'Divided
by teams, United by Kingfisher‘
to connect with fans of all IPL
teams.
Many posts were accompanied
with videos which was a
unique approach compared to
others.

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#6 Just Dial
Just dial took Facebook by storm
during IPL by effectively engaging
it’s strong 3.8 million fan base
Most of the posts were in the form
of questions supported by
appealing creative content
Just dial was one of the official
sponsors of both Sunrisers
Hyderabad and Delhi Daredevils.
Majority of the posts were tagged
with popular hashtags such as
#OrangeArmy, #Dilliboys which
amplified the reach of the posts

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#7 hotstar
Hotstar’s Facebook page
featured new and relevant
content as cover photo
Frequency of posts were very
high and majority of the posts
tagged as #hotstarmoments were
real-time
Engaged the users via multiple
Twitter contests such as
#hotstarOfTheMatch, #Fanlogic
which receive good response

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Brands
on TV

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Approach
This section shows the conversation trend captured on most eventful
days of Pepsi IPL 2015 and the brands who captured maximum
airtime on selected match days
The most eventful days have been identified based on the
conversations tracked across 4 different groups:
- Opening Match
- League Matches
- Qualifier Matches
- Final Match
Each chart has been divided in 3 (OR) 5 sections (as applicable to
the day):
- Pre Match
- Day Match
- Interval
- Day/Night Match
- Post Match
And each section depicts the top 3 brands who have captured
maximum airtime, displayed as
<Brand Name (total ad duration in seconds)>
The trends are based on indexing which represents the comparative
volume of conversations happening on the day

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Top 10 Brands on TV
Total # of Ads
12,973
Total Ads Airtime
59:21:11
Source: MAP
7
6.2
5.4
4.2
3.6
3.2
3.1
3.1
3
3
58.2
Vodafone Amazon
Car Dekho TVS Motors
Car Trade Sony Network
PayTM Pepsi Co
Snap Deal Intex Technologies
Others
Top 10 Brands took 42% share of airtime during IPL

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Social Engagement during Live
TV Telecast
KKR vs MI | 08/04/2015
Britannia (130s)
Car Dekho (120s)
Amul (115s)
Vodafone (230s)
Amazon (150s)
Tata Sky (140s)
CP Plus (70s)
Amazon (60s)
Emami (40s)
Pre-Match Match Duration Post-Match
CSK vs DD | 09/04/2015
Car Dekho
(120s)
Britannia
(85s)
Amul (85s)
Amazon (180s)
Vodafone (165s)
Tata Sky (140s)
Tata Sky (70s)
PayTM (50s)
Car Dekho (45s)
Pre-Match Match Duration Post-Match
Conversation Volume
League Matches
Opening Match
15
7.5
0
12
6
0

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RCB vs SRH | 13/04/2015
Amazon (90s)
V-Guard (80s)
Amul (80s) Amazon (210s)
Vodafone (160s)
Tata Sky (140s)
Amazon
(65s)
Car Trade
(45s)
Car Dekho
(45s)
Pre-Match Match Duration Post-Match
Conversation Volume
CSK vs SRH & KKR vs RCB | 11/04/2015
Pre-
Match
Match-1
Inter-
val
Car
Dekho
(105s)
CP Plus
(85s)
V-
Guard
(80s)
Lava
(100s)
Tata
Sky
(70s)
Vodafo
ne
(65s)
Amazo
n (60s)
Gionee
S7 (50s)
Car
Trade
(45s)
Amazon (235s)
Vodafone (130s)
Intex (120s)
Vodafone (190s)
Amazon (167s)
Snapdeal (120s)
Match-2
Post-
Matc
h
9
6
3
0
8
4
0
Social Engagement during Live
TV Telecast

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CSK vs MI | 19/05/2015
Car Dekho (165s)
Amazon (85s)
Britannia (75s) Vodafon (210s)
Amazon (170s)
Snapdeal (120s)
PayTM
(60s)
Raymond
(55s)
Vimal Pan
Masala
(40s)
Pre-Match Match Duration Post-Match
MI vs CSK | 24/04/2015
Haywards
5000 (210s)
TVS Motors
(135s)
Vodafone
(125s)
Vodafone (180s)
Amazon (180s)
Pepsi Co (160s)
Amazon
(65s)
V-Guard
(50s)
Vodafone
(40s)
Pre-Match Match Duration Post-Match
Conversation Volume
Final Match
Top Qualifier Match
12
6
0
10
5
0
Social Engagement during Live
TV Telecast

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