Published Online:September 2024
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF020924
Author Name:Amar Raju G and Manish Agarwal
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:21-34
In what was a first on Indian television, a global social media celebrity, Khabane Lame (Khaby), featured in an advertisement for Dream11 Fantasy Private Limited (Dream11), a popular fantasy sports platform, during the Indian Premier League (IPL) 2021 season. In line with the growing trend of using influencers for promotional campaigns, Dream11, the title sponsor for IPL 2021, sought to promote the platform through a global influencer in an advertisement featuring an Indian social media celebrity as well. Dream11, which was grappling with legal issues related to its business, aimed to achieve multiple objectives through its marketing campaigns using social media influencers. One of these was customer education, while another was creating awareness about the new kind of platform. The case aims to help students understand the concept of influencer marketing and the challenges, advantages and disadvantages of marketing using influencers. It is designed to provide students with an understanding of how companies select and use social media celebrities to influence consumers. It also exposes the students to social media terminology.
In 2021, Dream11 Fantasy Private Limited (Dream11), a popular fantasy sports platform1 in India, roped in the world’s second2 most popular TikToker and globally renowned social media influencer, Khabane Lame (Khaby), for its Indian Premier League (IPL)3 2021 digital campaign.iii Khaby, a social media content creator and influencer, became popular due to his uniquely styled and funny parody videos. In his videos, without uttering a single word, he poked fun at those who overcomplicated simple stuff.