“During an India match day or a big IPL match, we certainly see a rise in our downloads...”: Atit Mehta, BYJU’S

The chief marketing officer of the Edu-tech giant shares his views on the brand’s partnership with IPL, marketing objectives, yield factor and more.

The Indian Premier League (IPL), without a doubt, is the biggest sporting event in India. It has been 12 years since its inception and it hasn’t looked back since. In addition to being the most cash-rich event, its glamor and entertainment factor has been successful in keeping both - the audience and brands - loyal and hooked. Considering the craze that the Indian audience has for Cricket, the t20 format with celebrity-backed franchisees provides brands unparalleled exposure and reach. 

IPL is considered to be the harbinger for commercialising sporting properties in India. While today these events have mushroomed, increasing the standard and the scope for sports, IPL has maintained its top spot - becoming a marketer’s favourite. In addition to its colossal reach, it has also managed to offer unique marketing and branding opportunities. With brand associations across sectors - FMCG, technology, auto, FinTech, e-commerce, electronics - the brands in the league’s kitty is copious and diverse.

With just a couple of months left before the IPL-fever kicks in and hijacks conversations, we spoke with Atit Mehta of BYJU'S. The chief marketing officer of the edu-tech giant shares his views on the brand’s partnership with IPL, marketing objectives, scope for customisations, yield factor, and more. 

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