The Work.

Dream11 is one of India's largest fantasy sports platforms, with a user base that spans nearly every state and every major sporting event on the calendar. By 2023, the brand didn't need introductions. What it needed was a way to stay relevant through every cricket season, every IPL window, and every quieter month in between, without the campaigns feeling repetitive or forced.

Fantasy sports marketing lives and dies by timing. A campaign that lands during a tournament can outperform months of steady content, but the same campaign a week too late barely moves the needle. Dream11 needed an influencer strategy that could scale up fast around major sporting windows and still hold attention during the gaps, without burning through the same five creators every season.

We started by mapping the influencer landscape across sports, entertainment, and regional creators rather than sticking to one lane. Cricket carried the biggest weight given India's viewing habits, but we built in creators from football, kabaddi, and general entertainment so the campaigns didn't feel one-note. Each influencer was matched on audience overlap and how naturally they could talk about the platform, not just their follower count — a mix of scripted content around major matches and looser, more spontaneous formats between them. Outreach, briefs, approvals, schedules and payments all sat with one team, so Dream11 wasn't chasing five vendors during high-pressure windows like the IPL.

Over the course of the engagement, we worked with influencers across tiers — from major national names during marquee tournaments to smaller regional creators who carried strong trust with niche audiences. Content ranged from match-day predictions and app walkthroughs to personality-driven formats where the influencer's own voice led the message. We stayed close to the sporting calendar throughout, adjusting creator selection and tone around the IPL, the World Cup window, and other major fixtures.

The partnership ran for over a year, spanning multiple major cricketing events and quieter off-season stretches. Dream11 maintained a consistent, credible influencer presence throughout, backed by a roster broad enough to avoid audience fatigue and targeted enough to stay relevant to serious sports fans. More than any single campaign number, it showed that influencer marketing at Dream11's scale works best as an ongoing system rather than a series of one-off pushes — and building that system end to end is exactly the kind of work Vivid Media was built to do.