When JioHotstar levels IPL ad field: A bonanza for start-ups and SMEs?

As the Indian Premier League (IPL) gears up for its electrifying season starting March 22, JioHotstar is rewriting the playbook on digital advertising. With a bold new strategy, the OTT giant is inviting start-ups and small businesses to take centre stage in India’s biggest cricketing spectacle – at surprisingly affordable rates.

For years, IPL advertising has been the domain of deep-pocketed corporations, but JioHotstar’s latest initiative levels the playing field. Offering advertising packages that start as low as Rs 15 lakh, the platform aims to democratize brand visibility for SMEs and emerging businesses. By leveraging its unmatched reach, cutting-edge targeting, and advanced analytics, JioHotstar is set to transform how businesses connect with millions of cricket fans across India.

From an extensive SMB outreach plan spanning 10 cities to expert guidance on maximizing ad impact, JioHotstar’s campaign is more than just about selling slots – it’s about empowering businesses. With customizable ad placements and the ability to target specific matches and regions, even the smallest brands now have a chance to shine on one of the world’s most-watched sporting stages.

As digital advertising evolves, JioHotstar’s IPL playbook could redefine the way small businesses think about marketing – turning a once-unreachable dream into a game-changing reality.

JioHotstar’s IPL 2025 advertising model is a game-changer for startups and SMEs, says Rahul Tekwani, Founder and Managing Partner, Branding Edge Strategic Communication and Advisory. Until now, he adds, getting ad space during IPL was mostly a big-brand privilege, but with ad packages starting at Rs 15 lakh, even smaller players can now grab the spotlight.

“What’s great is that these aren’t just regular ads. Businesses can target specific cities, customer interests, and even choose when their ads appear. This makes sure your money is spent on reaching the right people, not just a mass audience. Plus, sharing screen space with big brands automatically boosts credibility – customers see you as a serious player. And with Nielsen tracking the audience, advertisers get clear insights on how their ads are performing. For startups, it’s an incredible chance to build brand trust, attract customers, and compete on a platform that was once out of reach,” he adds.

JioHotstar’s affordable IPL 2025 ad packages could be a game-changer for startups and SMEs, but only if they play their cards right, opines Yousuf Rangoonwala, Founder, Kakkoii Entertainment. The appeal of advertising alongside giants like Pepsi and Tata is undeniable – but visibility alone doesn’t guarantee impact.

Key metrics

With JioHotstar offering targeted advertising options, what key metrics should startups and SMEs focus on to measure the effectiveness of their IPL campaigns?

Startups and SMEs running IPL campaigns on JioHotstar should focus on metrics that go beyond just views, says Rahul Tekwani. He notes that reach and impressions are important, but what really matters is whether the ads are resonating with the right audience. View-through rates help track if people are actually watching the ad instead of skipping it.

“Engagement is another key factor. If people are clicking, sharing, or commenting, it’s a good sign that the message is striking a chord. For businesses looking at direct conversions, cost per lead and conversion rates will show if the campaign is bringing in real customers. For B2B brands, it’s also about long-term awareness. Tracking website visits, inbound inquiries, and LinkedIn traction can provide insights into whether the campaign is sparking the right conversations. IPL can give brands massive exposure, but the real win is in translating that visibility into meaningful business outcomes,” Tekwani adds.

Startups won’t outspend big brands, but they can outthink them. That’s an advantage, says Yousuf Rangoonwala.

“A hyper-targeted 15-second ad, placed strategically during key overs, can create more buzz than a generic big-budget campaign. Think of how CRED, with its quirky IPL ads, gained massive popularity despite competing with traditional banking giants,” adds Rangoonwala.

Smart strategies

What strategies can small businesses adopt to maximize their ROI from IPL advertising, given the competitive nature of brand visibility during the tournament? How SMEs can optimize ad budgets using JioHotstar’s geographic and match-specific targeting.

“Forget vanity metrics like total impressions. For SMEs, real success lies in engagement rates, cost per acquisition (CPA), and tangible regional impact. If an ad during a Rajasthan Royals match drives a 30% surge in Jaipur-based orders, that’s success,” says Yousuf Rangoonwala.

He emphasizes the power of geographic and match-specific targeting. A Chennai-based delivery brand should focus on CSK games, while a fantasy gaming app can time its ads during powerplay overs when excitement is at its peak. “Own a key moment rather than stretching your budget too thin. A single, high-impact ad during a nail-biting final over will be far more memorable than multiple forgettable placements,” stresses Rangoonwala.

With JioHotstar making IPL advertising accessible, only the smartest SMEs will break through the noise and turn their campaigns into real business wins, he concludes.

According to Rahul Tekwani, small businesses can make the most of IPL advertising by being smart about three things: targeting the right audience, choosing the right ad format, and timing it just right.

With JioHotstar’s geographic and match-specific targeting, brands can show ads to people in specific cities or states, ensuring that every rupee is spent on the right audience instead of a broad, less effective reach.

“The ad format matters too – display ads help with brand awareness, but short 10-second video ads create stronger engagement. Running ads during mid-match timeouts is a great move since that’s when viewers are most attentive. To get the best value, brands should book early to lock in better rates and take advantage of JioHotstar’s flexible pricing. Tracking performance and tweaking the campaign in real time will also help brands to maximize impact and ROI,” he adds.

Tekwani, however, warns that just because IPL advertising is accessible and affordable doesn’t mean it’s the right fit for every business.

“It should align with your brand, product lifecycle, and target demographic. If it makes strategic sense and supports your goals, go for it. If not, your marketing budget might be better spent elsewhere. The focus should be on creating real value and driving the right impact for your business,” Tekwani concludes.