JetSynthesys partners with Animeta for influencer marketing in e-sports event- GEPL

JetSynthesys’ first edition of the Global e-Cricket Premier League (GEPL), unfolded on Real Cricket 24 (RC 24). To market this property whose primary audience is Gen Z, JetSynthesys partnered with Animeta, an innovative AI-powered creator tech company, to bring onboard creators and artists.

“The main task at hand, to start with, was to create awareness and acceptance for the concept of e-Cricket, and then use that buzz to drive tune-ins to Jio Cinema, the exclusive streaming partner for GEPL,” said the company statement.

Rajan Navani, Founder and CEO, JetSynthesys, said, "Cricket came to us from the West but today, I’m proud to say that our Made-in-India Real Cricket and GEPL have set the stage for India exporting cricket esports to the world. Animeta helped us onboard the right influencers and employ the correct influencer strategy to maximise the impact of these creators.”

Rohit Potphode, CEO, GEPL, said, “GEPL stands as the largest eCricket league globally. In order to appropriately match its immense scale, we collaborated with Animeta- Brandstar, a specialised influencer marketing platform. This partnership allowed us to enlist renowned influencers spanning cricket, gaming, and entertainment domains, ensuring a broad reach across diverse audience demographics.”

The collaboration kicked off with the onboarding of 8 established mobile gamers, who were called the ‘Game Galvanizers’. Each was assigned a team to cheer for, as they seeded awareness about RC 24 and GEPL, driving excitement across their communities. The comedic creator-duo Funcho (Shyam and Dhruv) were onboarded as the ‘Series Galvanizers’, leveraging the star-power of these Gen-Z focused, culture moving, and cricket loving creators to attract a diverse young audience set to check out GEPL.

Devdatta Potnis, CEO, Animeta, said, "When you are trying to tap into a Gen Z audience, influencer marketing becomes an extremely important avenue, as social media is where this audience frequents daily. The approach was to tap into some key aspects across the whole spectrum of content habits that this audience has."

To enhance the entertainment experience, Animeta brought on board four prominent rappers—ACE, Nasty Ninja, Yedha Anna, and 99 Side—to create the anthem 'Find Your Glory' for GEPL Season 1. Eight dynamic female influencers showcased the game's broad appeal across genders, further diversifying GEPL’s target audience cohorts.

Biswamitra Ray, Senior Vice-President of Branded Content and Creator Projects, Animeta, said, "Selection of credible and relevant voices and high-relatability in the content is key to a campaign’s success. Whether it was for the social media posts made by the creators or the song composed specially for GEPL – we looked deeply into universal insights about the audience, whose attention we were trying to grab.”