Mumbai, April 1 -- The ongoing Indian Premier League (IPL) extravaganza has already garnered record viewership in the first weekend, propelled by the reach of social media influencers promoting brands and teams to India's upcoming cricket stars.

Creators are driving engagement not just about matches but life off the field, too. Comic Viraj Ghelani adds humour and relatability to Mumbai Indians' social media outreach. Punjab Kings hosted a Creator Day to bring more than 30 influencers together. Travel vlogger Taran Singh calls himself a water boy of Rajasthan Royals, nudging his Instagram audiences towards the team's content. And there's much more.

"There's been a significant increase in influencer marketing across the board. The creator...