Challenge:

Deccan Gladiator's lead sponsor required a content-led approach that went beyond logo exposure to genuinely connect with cricket fans in key local markets.

The objective was to:

• Create partner-first content that felt authentic to cricket culture

• Reach and resonate with the sponsor’s target market, not just a global audience

• Deliver measurable performance on the sponsor’s owned social channels, particularly Facebook and Instagram

• Prove that sponsorship assets could drive record-breaking engagement, not just awareness

 

Strategic Approach:

Fan-First Partner Storytelling

Designed content specifically through the lens of cricket fans - focusing on emotion, humour, tension, and celebration that naturally resonated with local audiences.

Local Market Relevance

Ensured storytelling, language, pacing, and cultural references were tailored to regional cricket communities, making the content feel native rather than branded.

 

Platform-Native Execution

Built content with Facebook consumption in mind - optimising for shareability, watch time, and organic discovery within the sponsor’s target demographic.

Seamless Brand Integration

Embedded the sponsor organically into the narrative, ensuring brand presence enhanced the content rather than interrupting it.

High-Volume, High-Impact Output

Delivered a consistent stream of short-form, social-first video content designed to perform at scale across the tournament window.

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Campaign Outcomes:

• Most viewed videos in Deccan Gladiator's Facebook history

• 15+ million views delivered directly to the sponsor’s target market

• Record-breaking engagement driven by content that felt authentic to cricket fans

• Strong resonance across local cricket markets, reinforcing brand relevance and affinity

Result:

By putting fans first and branding second, the sponsorship was transformed into a high-performance content partnership - delivering the sponsor’s most successful social videos ever, driving massive reach in key markets, and proving that culturally relevant cricket content converts attention into impact.