JioHotstar Leverages Influencers to Transform Wimbledon into an Unforgettable Lifestyle Experience for Young Indian Consumers

Influencers have become a powerful force in India’s shopping habits. A recent report from The Goat Agency and Kantar reveals that 63% of Indian consumers look to influencers for discovering new products, 69% seek their insights, and 60% base their buying decisions on their recommendations. The influencer marketing scene in India is booming, projected to reach ₹3,600 crore in 2024, with a growth estimate of 25% for the following year. Almost all brands see influencer marketing as a major strategy.

Now, let’s talk about how influencers are changing the game for events like Wimbledon. JioHotstar partnered with popular Indian influencers, including Olympic gold medallist Neeraj Chopra, to promote the Wimbledon 2025 campaign. This move is a part of a larger strategy to make tennis more appealing in a country where cricket traditionally reigns supreme.

“Tennis is an inspiring sport in India,” says Amrita Bansal, a marketing professor at IMI. “Influencers are raising awareness about it.” They’ve managed to spark interest among younger audiences who might not have paid attention otherwise.

In today’s marketing world, success is about more than just likes and followers. Marketers are focusing on engagement and content quality. For example, lifestyle influencer Sakshi Keswani, known as Being Suku, garnered 250,000 likes for one of her posts. The comments reflected excitement and curiosity—exactly what brands want from influencer partnerships.

However, there’s an important question: Will these collaborations increase tennis viewership in India or only create noise? Sushant Sadamate, COO of Buzzlab, notes, “Influencers can raise awareness, but they won’t change loyalties overnight.” Chirag Alawadhi, from Marketing Moves, adds, “This isn’t a competition with cricket; it’s an opportunity for other sports.”

The Ormax Sports Audience Report 2024 shows tennis isn’t even in the top ten for viewership, yet interest in Wimbledon is climbing. Star Sports reported a 40% increase in viewership, while JioHotstar noted a 35% rise according to their internal analytics and BARC data. JioHotstar aims to capture the attention of urban, high-income audiences by making Wimbledon relatable and fun.

By cleverly blending tennis with themes of travel and storytelling, JioHotstar has turned Wimbledon into a unique experience for Indian fans. This innovative approach is paving the way for broader interest in sports beyond cricket, showing that influencer marketing has the potential to reshape how we view athletic events.

For more insights on the rise of influencer marketing in India, you can check out the full report from The Goat Agency.

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