The document discusses the marketing strategies of the Chennai Super Kings (CSK) during the IPL, highlighting their strong social media presence with substantial followings on platforms like Instagram, Facebook, YouTube, and Twitter. CSK engages fans through interactive content, behind-the-scenes updates, and campaigns centered on their star player MS Dhoni. The conclusion emphasizes the growing importance of social media in brand reputation and marketing, suggesting it has surpassed traditional media in effectiveness.

1. S U B M I T T E D T O : P R O F. R A J E S H
N A M B I A R

2. CONTENT
1. Introduction
2. Overall content
3. Instagram
4. Facebook
5. YouTube
6. Twitter
7. UGC
8. Conclusion

3. INTRODUCTION
• A Festive IPL – Double the Celebrations!!!The biggest and the most happening
carnival of India has taken over the nation by storm yet again. This Diwali will be
marked with firecrackers on the field and a celebration of cricket. While there is
action going on between the teams on-screen, there is a lot more going on
behind it.
With teams having their own
• Online or TV Shows
• Ad campaigns
• Sponsorship programs
• Online series
• Social Media Campaigns.
IPL is heaven for marketers to learn from. Let’s have a look at what goes on into
a very flavorful dish, that is IPL.

4. • Chennai Super Kings (CSK) has been one of the most consistent
teams in all seasons of IPL, and arguably the most consistent of all
teams.
• With more than 20 lakhs fans and 3 lakhs and 50 thousand plus
people actively engaged with the brand, marketing strategy of
Chennai Super Kings looks pretty solid.
• And going by the activities that take place on the social media pages
of CSK, people seem to like this place a lot.
• The level of engagement appears to be really deep, as evident from
response that CSK gets on its social media pages.
• There is not just engagement between CSK and its fans, but High
level of interactivity among fans, and fan pages can be seen in
almost all the posts that CSK makes on the page, particularly in the
quizzes it post.

5. • Along with merchandising, CSK has also undertaken promotions and
contests in print, online and radio.

6. CSK ON INSTAGRAM
• With a total fan base of 5.3M
followers on Instagram, CSK
have most number of fan
following on Instagram
because CSK is not just a team
but an emotion for the fans of
the franchise
• Even their practice sessions
are most viewed zeal on
Integral. Insta live was used a
lot in last week before the start
• Reason behind their fan
following is non other than Mr.
captain cool and his fan
following is unmatchable which
is 29.8M followers
• They are not just being

7. C S K
FA C E B O O K
PA G E
12,508,363 people
follow CSK on
Facebook
They regularly post
content to engage their
target audience

8. N E W
C A M PA I G N
CSK came up with the
campaign #whistlePodu
and #whistleFromHome in
Tamil Language which
they posted on FB on 19th
sep 2020 which got 108K
likes
Main focus of this
campaign was on MS
Dhoni as he is the most
loved player of India and
through this video they
showed how people are
excited for the match even
if they are not present
physically in this situation
but their whistles are
louder across the globe in
order to support the team

9. B E H I N D T H E
S C E N E S
On fb they also post
behind the screen
content in order to
keep their audience
updated

10. A B O U T
P L AY E R S
Keeping their team
motivated by wishing
them Birthday
Also increasing their
fame among people

11. R E A L T I M E
U P D AT E S
During the match as
well they are regularly
updating scores after
every innings on the
page

12. PA R T N E R S O F
C S K
They are also coming
up with various
campaigns with their
partnered brand like
Super General by
posting
#choiceofmillions also
by ASAP, Amrutanjan,
Makemytrip, myntra
etc.

13. E V E N T S
Apart from doing all
the activities CSK
relating every dates to
an event or festival

14. CSK ON YOUTUBE
 With a total fan base of 935k
subscribers on CSK YouTube
channel, CSK has one of the highest
fan following on YouTube.
 CSK makes sure that always
entertain their fans, supporters by
regularly posting the content on their
you tube channel.
 CSK makes sure that their fans can
see what all activities happen off the
screen ( pre match sessions , post
match sessions ) this is how CSK
tries to bring fans more close to the
team in this pandemic crisis when
fans can only watch their favorite

15.  CSK also posts the various lovely fans
supporting videos too ,which shows
their love and support towards the
team.
 Fans enjoy players practice sessions
off screen party , celebrations etc..
 Special clips of players are uploaded
who really performed well like Dhoni’s
out of stadium six, Sam curran’s all
rounder performance.
CSK ON YOUTUBE

16. CSK ON TWITTER
With a total fan base of 59 lakhs
followers on twitter, CSK have
the highest fan following on
twitter because CSK is not just
a team but an emotion for the
fans of the franchise
Fans are very active in
interacting with the team, be it
by making new posts or
interacting on other posts
through comments, retweets, or
adding it to their favorite.
It is not just the audience which
participated in twitter content
creation, the team also has been
very active on twitter. Along
with posting games update.

17. CSK also tweet about their
contests, and other engaging
activities on other days because
when the team plays CSK fans
are actively engaged and are
willing to receive information
about the team from all kinds of
channels.
CSK use some of their famous
hashtags over twitter to increase
the popularity amongst their
fans and other twitter users.
In its replies to its followers’
tweet, #CSK has been mostly
neutral (78% of times), and it
displayed positive emotion in
19% of its replies, and in the
rest 3% of replies the sentiment
displayed was negative.

18. CONCLUSION
Social media has become a force to reckon with and is increasingly
being seen at par with traditional media when it comes to
reputation management.
No matter how big your brand, social media is not going to work
unless you offer something exciting and keep the conversations
going, day in and out.
The best form of publicity is word of mouth, of which social media is
direct proof. People see others doing something fun and they want
to join in – it’s as simple as that. As a matter of fact, social media
has surpassed all other available channels as it increases reach,
especially in highly niche campaigns.

19. TH ANK Y O U
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