Bigbasket Ramps Up IPL Season with Mad Maxx Sale, Fuels Buzz Through Star-Studded Influencer Drive

When summer hits India, it brings with it more than just rising temperatures — it ignites a nationwide obsession: the Indian Premier League (IPL). With over 400 million television viewers and 250 million social media engagements reported during the 2024 season, IPL 2025 remains the ultimate battleground for teams and brands eager to ride the wave of cricket fandom.  The brands have understood that the excitement spills beyond stadiums and living rooms into consumer behavior, influencing everything from food ordering patterns to shopping habits — making it a golden window for marketers to tap into heightened consumer enthusiasm.

The three key pointers that defined this shift was the data from 2024 IPL. The 2024 IPL became a full-blown marketing playground. Brands were in fierce competition to be seen, with a 59% spike in ad categories and 38% more advertisers compared to the previous 2023 season. And why not? With over 400 million people tuning in on TV and another 250 million catching the match updates on social media, the viewership was too big to ignore. This buzz translated into real consumer action too—Swiggy delivered over 5 million orders (with biryani and pizza ruling the charts), while Coca-Cola saw an 18% jump in sales during the tournament. All in all, it was a perfect storm of visibility, engagement, and conversions. Now, one such brand that actually capitalized on this window of opportunity was bigbasket. It stepped up to bowl a marketing masterstroke with its Mad Maxx Sale — an irresistible offer that saw matchday essentials drop to half price, twice daily during the Power Play sessions.

Positioned around the key match moments from 7:30 PM to 8:00 PM and 9:15 PM to 9:45 PM, the Mad Maxx Sale wasn’t just another discount campaign. It tapped directly into the cricket craze, turning snack cravings into snack wins — and bigbasket’s promise of 10-minute deliveries made it even more relevant for the high-intensity match hours.

To bring the energy of the Mad Maxx Sale alive, a creatively charged influencer campaign was executed, featuring some of the most relatable names in content today: Kusha Kapila, Kanika, Paritabangal, Danish Sait, and Agastya Shah. The influencers brought everyday moments to life—whether it was an untimely visit from a landlord visiting during a match or watching the game with your girlfriend, each scenario struck the perfect balance between relatable storytelling and a seamless brand fit.

The campaign was conceptualized and brought to life in collaboration with the creative agency Greenroom, ensuring a fresh, moment-driven narrative that seamlessly merged brand with banter. By strategically aligning with comedy content creators, BigBasket has been effectively tapping into social media viewership for over a year. The Mad Maxx Sale campaign further cemented its connection with consumers that depends on 10-minute deliveries and GenZ that thrives on humor-driven content, making this campaign a hit.