Giving an IPL Sponsorship a Soundtrack
For IPL 2026, BGauss became Rajasthan Royals' Official EV Partner. Instead of treating the sponsorship like media inventory, we gave it a soundtrack fans could actually engage with.
Challenge
- Sponsorships are easy to announce but difficult to remember. During the IPL, every brand is competing for attention, making it easy for partnerships to fade into the background.
- The challenge was not simply announcing BGauss as Rajasthan Royals' Official EV Partner. It was making the partnership feel like a natural part of the IPL experience instead of another branded association.
Solution
- We looked at how people actually experience the IPL. Through reels, group chats, memes and match-day conversations, where the content that travels is rarely advertising. Music already behaves the same way. It's replayed, remixed, quoted and shared. Instead of creating another sponsorship campaign, we created a rap track fans could carry beyond the match.
- Built around Rajasthan Royals' players, colours and unmistakable energy, every lyric and visual cue felt as much a celebration of the team as it was of BGauss. The partnership became something fans could engage with instead of simply watch.
- Creating the track was only half the strategy. The second half was designing it to travel. Creators became the distribution engine, remixing, lip-syncing and integrating the track into their own content. Rather than behaving like branded communication, the rap spread the way music naturally does, through participation, repetition and sharing.
