The Indian Premier League (IPL) has long been a prime destination for brands looking to capture national attention. But while IPL 2025 saw over 100 advertisers—more than any previous season—experts say only a few campaigns stood out creatively, leaving much of the season’s advertising forgettable. Despite the massive viewership and sky-high ad rates, quality seemed to take a backseat to quantity this year.
Big Reach, Low Recall
This season, advertising slots were sold at a premium, with some 10-second spots reportedly crossing Rs 25 lakh. Viewership figures justified the spend—over 578 million people watched the final between Punjab Kings and Royal Challengers Bangalore on JioHotstar. However, as marketing professionals point out, visibility doesn’t necessarily translate to brand recall.
According to Viraj Gawas of Crazy Few Films, IPL has become the new festive season for advertising, but many brands seem focused only on frequency. “Creativity becomes an afterthought, and the only metric is how often the ad aired,” he said. Lloyd Mathias, a strategist and independent director, echoed similar concerns, attributing the underwhelming campaigns to the rise of tactical marketing and performance-based strategies. He emphasized the importance of emotional storytelling, citing the still-recalled Vodafone Zoozoos and CRED campaigns as examples.
Star Power Alone Isn’t Enough
Dream11’s “Aapki Team Mein Kaun” featuring Aamir Khan and Ranbir Kapoor was one of the few campaigns praised for cutting through the noise. However, experts argue that celebrity endorsements aren’t a guaranteed recipe for success. Russhabh R Thakkar of Frodoh noted that brands need deeper audience insights, cross-platform storytelling, and clearer measurement metrics.
Rajnish Rawat of Social Pill drew a distinction between running ads during IPL and crafting ads specifically for IPL. “One ensures visibility, the other builds brand love,” he said. He praised campaigns like CRED and Kingfisher from earlier seasons for becoming part of pop culture. Among this year’s ads, Spinny’s “God Promise” featuring Sachin Tendulkar was highlighted for effectively amplifying its message across media.
Vinod Kunj of Thought Blurb Communications added that not all was bleak—brands like Angel One, Amul, and Parle Marie had creative success, and Durex stood out on social media. Yet, he emphasized the need for storytelling that resonates even after the match ends: “That is the litmus test for great advertising.”
