Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption

Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.

\ 46 Million Impressions

\ 46.5 Million Video Views

\ 181,661 Engagements

\ 60% YoY Increase in E-Commerce Sales

About The Brand

Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products. As a brand with over a century of heritage, Amrutanjan sought to reinvigorate its positioning among younger, digital-first consumers during IPL 2020, capitalizing on its association as the Official Pain Relief Partner of Chennai Super Kings (CSK).

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Decoding The Brief

The brief was to:

Enhance brand visibility during India’s most-watched sporting event, IPL 2020.
Cluttered Advertising Landscape: IPL 2020 saw a surge in digital campaigns due to pandemic-induced TV and streaming consumption spikes.
Reinforce brand positioning by integrating Amrutanjan’s legacy with modern, sports-aligned narratives.

CHALLENGES

Key Challenges :

Cluttered Advertising Landscape: IPL 2020 saw a surge in digital campaigns due to pandemic-induced TV and streaming consumption spikes.
Capturing Attention Amid Crisis: The COVID-19 pandemic altered viewer behavior and media habits.
Digital Overload: With most brands pivoting to digital, standing out required precision and creativity.

Our Strategy

We divided the campaign into three strategic layers:

Campaign Execution

Execution Highlights :

Smart Budgeting: Used 92% of the planned budget strategically across YouTube, Meta platforms, and Disney+ Hotstar, maximizing visibility during high-viewership moments.
Content Integration: Produced IPL-themed creatives, including videos, imagery, and CSK-branded content highlighting Amrutanjan as the go-to pain relief partner for sports and recovery.
Match-Day Targeting: Timed content drops during high-intensity matches, especially CSK vs. RCB, to capitalize on fan momentum.

\ 46.5 Million Video Views

\ 181,661 Engagements

\ 46 Million Impressions

\ 60% YoY Increase in E-Commerce Sales

we're more than just a marketing agency

as an expert at seo, ppc, social media, content marketing and web design services we drive qualified traffic and convert visitors using state of the art marketing automation and technology which measures effectiveness, to deliver real results for you.

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