“We wanted to take MPL to the masses…and the IPL can help any brand become a household name”: Abhishek Madhavan

We spoke to the marketing head at Mobile Premier League (MPL) about the brand’s partnership with IPL, the role of broadcast, the involvement of young brands and more.

It’s rare that an event, especially a sporting property, lures advertisers like the Indian Premier League does. The last edition (2020) of IPL witnessed an omnipresent bag of brands vouching for almost half a billion fans. In addition to traditional players like consumer goods and automobiles, India’s most beloved and popular sporting event has been witnessing the involvement of multiple young brands from industries like edu-tech, fin-tech and fantasy gaming as well. Last year, the event saw participation from two major players in the fantasy gaming segment – Dream11 and Mobile Premier League (MPL).

In conversation with afaqs!, Abhishek Madhavan, SVP, Growth and Marketing, MPL shared insights on association with IPL, leveraging multi-lingual televise and broadcast, the reason for increasing involvement of brands and more.

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