A century-old brand needed to reconnect with younger, digital-first audiences during IPL 2020. Pandemic-era ad clutter, shifting viewer behaviour, and a stampede of brands moving to digital made standing out genuinely hard.
Case studyFMCG
Amrutanjan Health Care
Amrutanjan × IPL 2020 — Blending Legacy with Digital Disruption
3X performance over plan across impressions, engagement, and sales during IPL 2020 — as CSK's Official Pain Relief Partner.
Read the story ↓the story
How we approached
the challenge.
The brief
What we saw
Position Amrutanjan not merely as a wellness brand but as a performance partner for sports fans — linking pain relief to the passion of the game, and merging heritage with sports-aligned storytelling.
The work
We ran a multi-platform strategy across YouTube, Meta, and Disney+ Hotstar with IPL-themed and CSK-branded creative. Content drops were timed to match days — especially CSK versus RCB — supported by a sponsored cricket podcast on The Quint and a dedicated campaign landing page funnelling straight to e-commerce.