The YouGov, Indian Cricket Fandom Report 2025 states that cricket remains the most-watched sport in India, ahead of Kabadi, tennis, badminton and football ( including the English Premier League, La Liga and Bundesliga).
Almost 3 out of 5 urban Indians watch cricket, especially in the 45+ age group.
IPL has played a pivotal role in driving the continued popularity of cricket in India. The IPL is comparable to the Super Bowl and FIFA in terms of community, fandom and viewership.
With the IPL season in full swing, the PR teams are also batting at full strength. handling the communications for the high-profile cricket teams in one of the world's largest sports events.
PRmoment India gets down on the pitch with Neha Mathur Rastogi and WordsWork, the only PR firm in India handling no less than 4 IPL teams. Most mainstream PR firms in India are handling brands that sponsor IPL teams rather than the teams directly.
WordsWork handles: Delhi Capitals, RCB, Punjab Kings and KKR
Neha Mathur Rastogi's WordsWork has long been a specialist in sports communication, handling the Indian national hockey teams during the Olympics, for example.
Neha says, "Our journey in IPL began with the Delhi Capitals in 2019, and each season has been a learning experience that has helped us grow. Today, we’re fortunate and privileged to be working with as many as four IPL teams. Each team presents a unique challenge, and adapting our strategies accordingly has been a valuable learning curve. From community-driven initiatives to player-focused storytelling and leadership-led narratives, IPL continues to be an exciting and evolving space for us as PR professionals."
"Salaam Dilli": A Covid era IPL campaign
Sharing her experiences with IPL, Neha commented, "Among many seasons, the COVID-affected edition stands out as one of the defining experiences. It transformed the sports PR landscape, and we were among the first to introduce 'cause-based' communication in the IPL with Delhi Capitals. One of our most impactful campaigns was "Salaam Dilli", where we recognised the unsung heroes of the city—healthcare workers, small business owners, and others who embodied the spirit of the city. Their inspiring stories were amplified through the powerful platform of Delhi Capitals, which made a meaningful impact during a challenging time."
Building Debutant Cricket Heroes : Punjab Kings
Neha says, "With Punjab Kings, a standout experience came last year when we focused on hero-building for debutants like Ashutosh Sharma and Shashank Singh. Both played crucial match-winning knocks, turning games from losing positions to victories. Recognising the opportunity, we worked swiftly to give them the right media exposure and made them become overnight sensations."
Gangs of Mullanpur-Punjab Kings Bollywood Noir Turn
Saurabh Arora, CCO, Punjab Kings & Saint Lucia Kings, adds, "One of the standout moments this season was how we announced the schedule — Gangs of Mullanpur wasn’t just content; it was a statement. It set the tone for everything that followed. We launched it on our socials, and it took off — picked up by news channels, cricket pages, and even wires. That’s when we felt the shift.
Our comms this season has been clear and intentional — put the fans at the heart of everything. The look, the feel, the energy… it all reflects who we are now. With a new coach and a solid mix of players, we’re telling stories that are real and rooted. It’s not just about hype — it’s about building connection and belief. And the fans are right there with us."
RCB is Sports Leadership Driven
"Handling PR for RCB has been a completely different approach, one that is leadership-driven. RCB is the only IPL franchise actively shaping the discourse on India’s growth as a sporting powerhouse and the broader social impact of sports in nation-building. Being part of that initiative was a unique and enriching experience." shares Neha.
KKR's Knights Unplugged 2.0
For WordWork, executing Knights Unplugged 2.0 was a standout moment this year, bringing together 100+ media and influencers to celebrate the team and its three trophies.
"Seeing plans come to life was incredibly rewarding. Involving micro and macro creators helped amplify the event, which ensured a 360-degree PR impact beyond traditional coverage", shared Neha.
Managing Media Expectations during IPL
The biggest challenge in the IPL is managing expectations.
Neha shares candidly that, "We need to strive for maximum visibility with minimal access. Media expects access to players which is dependent on how the team is performing and their availability. We have to work around packed schedules, sponsor shoots, training, travel, and back-to-back matches.
Our job is to balance these demands, which require strategic planning, creative storytelling, and alternative impactful media opportunities to ensure all our stakeholders find value. We usually work on group briefings, ensuring enough content is recorded on ground to circulate and repurpose to media. We also work closely with the social media and events teams to ensure all PR-able moments are well captured without extra time and effort."
According to WordsWork IPL 2025 promises to be one of the most content-driven and innovative in terms of engagement.
Neha points out that, "Teams are going mainstream and entertainment-driven with their content and leveraging not only influencers but also memes and owned digital IP series to engage with their audiences. From Ed Sheeran x Rajasthan Royals to Punjab Kings’ captain announcement on Bigg Boss, franchises are pushing creative boundaries. Even Delhi Capitals turned their announcement into a meme-driven, multi-platform campaign featuring cricket content creators and actors which generated significant buzz."
Ed Sheeran in the Rajasthan Royal campaign. pic.twitter.com/Xyq1kayDjT
— Vinod Kumar (@we_knowd) February 11, 2025
IPL 2025 is Entertainment and Content Driven
For Delhi Capitals, the mini-web series "DC PG by Gulati" starring veteran actor Rajesh Sharma is a new approach, blending humor and fandom to deepen engagement beyond the sport.
Kolkata Knight Riders recently unveil their new campaign, ‘Zidd Ki Nahi Hadd’, highlighting their fearless and determined approach for the season.
Meanwhile, Punjab Kings is driving its "Bas Jeetna Hai" campaign, rallying behind Ricky Ponting and Shreyas Iyer’s leadership, to ensure the messaging resonates across social and mainstream media.
Teams are also reimagining traditional moments like jersey launches and captain announcements, using viral strategies to maximise reach.
Kaizzen paints for Shalimar and Mumbai Indians
Shalimar Paints, the 'Official Paint Partner' of Mumbai Indians for IPL 2025, campaign “Indians ka naya rang Shalimar” which aims at enhancing the brand's visibility and consumer engagement, especially in Tier 2 and Tier 3 markets.
The campaign includes Shalimar's presence through team merchandise, stadium advertising, and digital content, including social media activations and influencer-led initiatives.
Vineet Handa, founder and CEO of PR firm Kaizzen says, "Kaizzen has been proud to partner with Shalimar Paints, helping bring its story to life and highlighting its collaboration with Mumbai Indians. Our focus has been on making Shalimar Paints more than just a brand, it’s about durability, innovation, and a commitment to homes that stand the test of time, just like a great cricket team stands strong through every season. We aim to keep
this momentum through sustained communications throughout the cricket season. It’s been an exciting journey, and we’re thrilled to be a part of it!"
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