More noise, less push: IPL ads don't pass out

Copyright © HT Digital Streams Limit all rights reserved. While the cricket on the field remains vehemently competitive, creativity seems to be on the autopilot, which raises serious questions about the return on investment and the long-term brand impact. Summary of this year’s IPL has started with one of the best – and probably the most expensive – ads of the season. The Dream11 campaign contains Aaamir Khan, Ranbir Kapoor and a galaxy of families, which sets the tone to the tournament and its rivalry. But after that strong start, most ads barely made a mark. Mumbai: Despite record-breaking viewer and rising advertising spending, most ads broadcast during IPL 2025 may have already faded out of public memory. While the cricket on the field remains vehemently competitive, creativity seems to be on the autopilot, which raises serious questions about the return on investment and the long-term brand impact. This year, the IPL began with what many of the best – and probably the most expensive – ADS of the season considered. Dream11’s campaign contains Aamir Khan, Ranbir Kapoor and a galaxy of celebrities and cricket stars, which set the tournament for the tournament and his rivalry. It was witty, memorable and widely shared. But after that strong start, most ads barely made a mark. Take the much -discussed place with Rohit Sharma talking about financial planning, or MS Dhoni that promotes a tile stick. Both had Star Power and Brand Fit, but the creative left -wing viewers are more surprised than convinced. Data from Tam Media Research shows that more than 105 advertisers and 190 brands participated in the first 70 games of IPL 2025, with a 27% line in advertising count and a 28% increase in brand count compared to last year. The overall AD volume on TV grew slightly, just 0.45% higher than IPL 2024. But the creative beam did not stand together. Also read: IPL GMR packs rugby with India League, aims to build the Olympic-align IP “While some brave brands push creative boundaries, it seems that most of the ads work in a safe, high-frequency mode,” said Anshu Yardi, Vice-Prosident-Business Parts & Communication by Tam Media Research. “The opportunity is still great, but innovation requires risk, and during IPL many brands want to play safely.” Ad -fatigue in a time of infinite content The problem can extend beyond just ineffective advertising; This can reflect a deeper cultural shift in the way we advertise ‘good’. Abhishek Jain, business director at the creative agency Virtue India, believes that competition for consumers’ attention has moved far beyond traditional formats. ‘Ads’ now looks boring compared to the content – fast, shredded pieces of sponsored entertainment – with which they compete, “he said. ‘We now find a relationship in culture and culture in content. Traditional ads just don’t have the same partability or zing. ‘ The IPL skew: Not made for the story of Sandeep Goyal, media veteran and chairman of Rediffusion, is blunt in his assessment. “The mediocrity of IPL actually reflects the sliding standards of creativity in general. But specifically for the IPL, has been dominated for years by the money power of VC-funded brands. Regular brands in FMCG just can’t afford the IPL rates. So that skew is the starting point,” he said. In the context of advertising, “seconds” refer to the total number of seconds of the airtime of advertising. Also read: Will CCI’s oppression reform the advertising industry? Media -Veteran Raj Nayak explains “The brands who spend – like many in BFSI – are really not seasoned champions. They are looking for noticeability and brand recall, and not build emotional narratives that impede them to consumer. Famousness is said, the better. A Rohit Sharma recruitment about investment! Like the super bowl, you can’t get everything – the buildinggets are tight, and IPL runs every day for almost two months. The result is flush repair formats, fame connections and secure messages. ‘ Marquee Moment or Media Burst? Another Senior Manager of a brand that advertised during IPL 2025, wondering if advertisers really understand what a marquee is to be treated as a launcher, it is good. According to them, the biggest power of IPL – aggregation of eyeballs – is also the biggest creative limitation. Also read: Rooker picks up exclusive digital rights for the BGMI Masters series for Esports tournament. Are we just paying attention, or do we create something unforgettable? Can the IPL ever be India’s Super Bowl? Everyone wants to recreate the cultural buzz and the longevity that advertises Super Bowl ads in the US command. But experts agree that Indian advertisers for IPL have to go beyond the formula, spend more time on narrative and treat the IPL window, not just as a media bope, but as an opportunity narrative. “Campaigns are not created in the long run,” Goyal added. “It’s usually for one season, and then everyone feels the need for an update because digital attention deficit syndrome has created.” Until that mindset changes, IPL can remain a big stage – but one where few ads earn an encore. Catch all the business news, market news, news reports and latest news updates on Live Mint. Download the Mint News app to get daily market updates. More Topics #Advertising and Marketing #FMCG Read next story