Elements

Advertising Digital media- Ads in which people used to talk

about the power of the lion and that he would
win against any other animal inn a fight, but in
IPL everyone is a lion so it is very difficult to say
that who is more powerful.
Print media- Ads in newspapers and magazines
Sales promotion It broadcasted the event in six different
languages across India on ten Star Sports
Network to reach maximum audience.

It also sold flight tickets at a discount to the

match venues through GoIbibo.com.
Personal selling Selling IPL tickets directly to the consumers
through Bookmyshow. Moreover, they also
sold IPL merchandise through Amazon “Apni
dukaan”.
Public relations Using celebrities- Shahrukh Khan, Priety Zinta
were owners of the teams and emphasized too
much of personal selling and their teams made
a good profit.
Direct marketing Using Hotstar for games as in people could
predict scores and earn points.

Engagement through Dream 11 where people

could make their own teams and earn points.

The Reason for selecting the IMC Mix

1. Nature of the League: The nature of the league demanded maximum involvement
of the masses hence advertising and public relations was an important part

2. Target Market Characteristics: The Target Market were masses and hence it
needed extensive television and celebrity involvement to engage the target market

3. Promotion Funds: The teams and the league were funded by sponsors like Vivo
and Jio whose target market demanded engagement through Advertising and sales
promotion