The Challenge
BigBasket was an early entrant in the scheduled grocery delivery space but a late entrant in quick commerce. They entered cricket with a challenge familiar to many modern brands: how do you move from being a utility people use to a brand people actively connect with? Traditional sponsorships often stop at visibility placing a brand in front of fans without meaningfully connecting to the emotions and rituals that make fandom powerful. For a brand built on convenience, the risk was being seen as transactional in a space defined by passion.
The Opportunity
BigBasket saw an opportunity rooted in a simple fan truth: cricket and quick commerce share more than might appear at first glance. Both are driven by anticipation, immediacy, routine, and moments of high intent. Whether it's a last-minute utility order or a match-day ritual, both have become embedded in everyday behaviour. Burman Sports identified this overlap and helped shape a partnership with RCB that moved beyond traditional sponsorship visibility, the goal wasn't simply to place the brand inside cricket content, but to make it feel part of the fan experience itself.
Our Approach
Campaign evolution across three seasons: What began as a message centred on 10-minute delivery - brought to life through campaigns such as "10 Minutes, Andre" grew into the broader "Everything You Need, Delivered Now" platform, finding increasingly natural ways for BigBasket to participate in conversations and moments fans were already engaging with.
Bringing the partnership to life across RCB's digital ecosystem: Burman Sports shaped activations across original content, podcasts, creator collaborations, on-ground experiences, and player-led storytelling featuring Virat Kohli and other members of the RCB squad - every integration designed to feel additive to the fan experience rather than interruptive to it.
Bringing the partnership to life across RCB's digital ecosystem: Burman Sports shaped activations across original content, podcasts, creator collaborations, on-ground experiences, and player-led storytelling featuring Virat Kohli and other members of the RCB squad - every integration designed to feel additive to the fan experience rather than interruptive to it.
Business Impact
The result was a partnership that fused convenience and cricket culture, connecting BigBasket's offering with the emotions and rituals driving fan behaviour and extending its presence well beyond the boundary board. Over three seasons, Burman Sports helped transform a sponsorship into a platform for participation, turning BigBasket from a brand associated with convenience into one that became part of the rhythms and conversations surrounding RCB cricket. As the model matured, it expanded into RCB Women's cricket, giving BigBasket a year-round presence across both IPL and WPL audiences.
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Total Views: 3.5B+ | Content Pieces: 800+
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