IPL 2025 is all about immersive digital experiences & AR/VR activations: Siddesh Hede

The roar of the IPL crowd is deafening, and with it, the buzz around brand partnerships reaches a fever pitch. This year, Rapoo India has thrown its hat into the ring, teaming up with the iconic Mumbai Indians to amplify its brand presence in the cricket-crazy nation. In this interaction with Adgully, Siddesh Hede, Marketing Manager, Rapoo India, speaks about the strategy behind the high-octane collaboration with Mumbai Indians, navigating the spectacle of the IPL to connect with millions of digital-savvy consumers, offering immersive digital experiences and AI-driven fan engagement, the strategic media mix propelling their IPL 2025 campaign, and more.

What are the key trends you're observing in IPL sponsorships this year, particularly regarding hyper-engaging fan experiences?

IPL 2025 is all about immersive digital experiences, AR/VR activations, and influencer-driven content. Personalized engagement and short-form videos on platforms like Instagram Reels and YouTube Shorts are redefining fan interaction. Rapoo is leveraging these trends with cutting-edge 3D product visuals and interactive digital campaigns.

Rapoo's collaboration with Mumbai Indians is a compelling case study in blending sports and tech. Could you detail the specific objectives Rapoo aimed to achieve through this partnership?

India is a cricket-loving nation, making IPL the perfect platform for maximum brand reach. Through this partnership, we at Rapoo aim to boost brand visibility, connect with digital-savvy consumers, and showcase its advanced wireless and gaming peripherals. Additionally, Rapoo was traditionally focused on general trade, this collaboration helps us expand into the D2C segment while giving back to Mumbai Indians fans with exclusive experiences.

What is Rapoo's overall marketing strategy during the IPL 2025 season, and how does the Mumbai Indians partnership fit into this strategy?

Our strategy revolves around digital amplification, experiential marketing, and retail expansion. The Mumbai Indians partnership plays a crucial role, enabling us to deliver co-branded content, exclusive giveaways, and high-impact engagement. We are also focused on connecting with cricket-centric mass audiences while offering unique experiences to fans.

What is the breakdown of Rapoo's media mix for its IPL campaign, and what channels are you prioritizing?

• Digital & Social Media (50%) – Influencer-led campaigns, real-time engagement.
• Retail (10%) – Instore Branding & Customer Experience.
• E-commerce (25%) – IPL-themed product promotions.
• Q-Commerce (15%) – Presence on Zepto, Swiggy for quick accessibility.

Could you provide some insights into the advertising budget allocated for Rapoo's IPL 2025 campaign, both overall and specifically for the Mumbai Indians partnership?

While specific figures remain confidential, We have significantly increased our investment in digital engagement and influencer marketing. The Mumbai Indians partnership is a major focus, ensuring maximum brand visibility and consumer engagement.

How are global sports marketing trends influencing the IPL this season, and what specific examples can you provide?

AI-driven fan engagement and 3D CGI content are in place to shape this campaign. We are integrating these trends through GPT-40-powered interactions, gamified social contests, and AI-enhanced digital campaigns to create a dynamic and immersive experience.

Through this partnership we look forward to seamlessly blending technology and sports, delivering an unparalleled Rapoo x Mumbai Indians IPL 2025 experience.