— FMCG

Amrutanjan Health Care

3X performance over plan across impressions, engagement, and sales during IPL 2020 — as CSK's Official Pain Relief Partner.

The brief

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.

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.

The outcome