For Indians on Twitter, it’s not uncommon to be Tweeting in multiple languages — some people Tweet in one language, and read and engage with Tweets in their mother tongue, with considerable linguistic pride.
Twitter makes this easier by supporting ten Indian languages: Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil, Telugu, and Urdu. The IPL’s participating teams also receive a considerable dose of support from “local” fans and fan clubs from their cities, whether it’s Chennai, Bengaluru, Hyderabad, Mumbai, Delhi, Kolkata, or states like Punjab and Rajasthan.
Fun fact, here are the most Tweeted-about teams this year:
- Chennai Super Kings
- Royal Challengers Bangalore
- Mumbai Indians
- Sunrisers Hyderabad
- Kolkata Knight Riders
- Rajasthan Royals
- Kings XI Punjab
- Delhi Capitals
“At Star Sports, regionalization of content has been one of our core building blocks of growth. We have always created opportunities to deepen our relationship with sports fans as well as engage with new viewers,” Gupta says. “Over the last two years, through our regional sports network and its corresponding digital handles, we have managed to engage fans and viewers in their preferred language.” According to Gupta, “Our efforts in the southern markets have borne fruit as we have achieved 28% growth in viewership for Dream11 IPL 2020 over last year.”