IPL on JioStar becomes a launchpad for global brand Danube Properties’ India-focused real estate blitz, ET BrandEquity

Brand Spotlight – Anis Sajan
The 18th season of the Indian Premier League has resumed in full swing after it was paused in early May due to geopolitical reasons. The tournament caters to a billion viewers in India and has emerged as one of the biggest properties for advertisers to build brand reputations and engage audiences.

Its unprecedented scale makes IPL an unmissable opportunity for the Dubai-based conglomerate, Danube Group. Using a compelling campaign built around the tagline, “Danube Hai Na,” the campaign aims to inspire Indian investors to explore the potential of Dubai’s dynamic real estate market.

In an exclusive interview of JioStar Brand Play, in association with ETBrandEquity.com, Anis Sajan, Vice Chairman, Danube Group, spoke to Shilpa Rathnam, Associate Editor & Anchor – Video Initiatives, The Economic Times, about Danube Properties’ creative strategy behind the IPL 2025 campaign and how leveraging ‘Brand Spotlight’ has increased the number of leads for the brand.

“Since our ad launched, it’s captured the attention of millions of Indians. Cricket is a religion here, and IPL is a nationwide festival; thus, it is vital for our brand to be visible at the IPL,” said Sajan.

Convinced that ‘Jo Dikhta Hai, Woh Bikta Hai’—what’s seen, sells, Sajan views IPL as the ultimate platform to showcase Danube Properties. Recognising word-of-mouth as a powerful driver of brand recall, Danube aims to enhance its reputation and amplify client recommendations through this high-visibility campaign.

“I wouldn’t be surprised if, post-IPL, we see a wave of tourists flocking to Dubai, despite the summer heat,” remarked Sajan, who aims to attract Indian investors looking for a place they can call home.

On a marquee cricket platform like Star Sports, Sajan believes it strengthens the emotional and aspirational appeal of their brand, creating a lasting impression. They are confident this impact will continue to grow, reaching more audiences and enhancing their brand’s reputation.

For Danube Properties, a relatively new player in India’s mass media landscape, IPL offers a prime opportunity to embed its brand in the minds of potential investors.

Thrilled with the partnership, Sajan remarked, “Star Sports and JioHotstar are simple yet powerful platforms, with audiences glued to their screens, whether on mobile or at home. Danube’s USP lies in its marketing, and IPL’s massive viewership, reaching even beyond India, has driven enquiries from global markets. It’s truly a win-win situation.”

• Published On May 21, 2025 at 11:34 PM IST

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Download ETBrandEquity App

• Get Realtime updates
• Save your favourite articles

Scan to download App