The recently concluded IPL 2018 started a new era in the decade-long history of the Indian Premier League, as it became the first IPL to be telecast on a channel other than Sony Entertainment Networks.
Star Sports paid a premium amount to earn the rights for the much celebrated Indian cricket event. They reimagined the sports extravaganza as a six-month event rather than a two-month tournament. Keeping fans at the heart of the experience, Star India used the confluence of technology, consumer insight, and experience in cricket coverage, to broaden the outreach and experience even further.
VIVO IPL 2018 was broadcasted in 8 languages to broaden the reach of the tournament. People watched the matches in Malayalam, Marathi (for finals), Tamil, Telugu, Kannada, Bengali; resulting in growth of 80%, 36%, 23%, and 30% in respective markets.
The evolution of dedicated language feeds helped IPL 2018 garner the highest engagement numbers ever and helped IPL gain the reputation as a serious cricket tournament, bringing back core fans to watch the matches.
Star India used regional superstars to help market the tournament in the market like Shiva Rajkumar in Karnataka, Jr NTR in AP and Telangana and Presenjit in Bengal becoming the official brand ambassadors of IPL 2018 in Kannada, Telugu, and Bangla.
MS Dhoni shot a separate promo in Tamil to bring in the Tamil Nadu fans, as well as cash in the opportunity of returning Chennai Super Kings in IPL.
(With inputs from http://www.indiantelevision.com)