JetSynthesys recently launched the first edition of the Global e-Cricket Premier League (GEPL), a cricket e-sports and entertainment league on Real Cricket 24 (RC 24), a mobile cricket simulation game co-owned by the same company. To promote this event, Jet Synthesys teamed up with Animeta, an AI-powered creator tech company, to involve creators and artists in the campaign.

Rajan Navani, the founder and CEO of JetSynthesys, commented, “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 maximize the impact of these creators.”

Rohit Potphode, CEO of GEPL, also added to Rajan’s words commenting that this partnership enabled them to engage renowned influencers across cricket, gaming, and entertainment, ensuring a broad reach across diverse audience demographics.

The collaboration kicked off with the onboarding of 8 established mobile gamers, the famous comedic duo Funcho (Shyam and Dhruv), alongside renowned personalities like EPR, also known as Santhanam Srinivasan Iyer, a notable rock and hip-hop rapper, and various other creators and gamers. Additionally, popular gaming creator Shreeman Legend hosted a fan meet that attracted approximately 1000 attendees, as reported by buzzincontent.com.

Biswamitra Ray, Senior Vice President of Branded Content and Creator Projects at Animeta, quoted the significance of selecting credible and relevant voices and ensuring high relatability in the content for the campaign’s success. He added, “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.”

Devdatta Potnis, CEO of Animeta, emphasised the importance of influencer marketing when targeting a Gen Z audience, given their frequent presence on social media.