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JioCinema, the streaming platform for the TATA IPL recorded a reach of 2,600 Crore views during the 2024 season of TATA IPL, a 53 percent growth compared to TATA IPL 2023. As JioCinema concluded their second season, the platform recorded over 35,000 Crore minutes of watch-time. 

JioCinema’s reach grew by over 38 percent, concluding the season at over 62 Crores. The Connected TV audience expanded substantially as the 12 language feeds, 4K viewing, multi-cam views, and stadium like experience through AR/VR and 360-degree viewing led to average time spent touching 75 minutes from over 60 minutes last season.
 
JioCinema opened the 2024 season with over 11.3 Crore viewers logged in on Day 1, a 51% increase compared to Day 1 of TATA IPL 2023. As JioCinema commenced their second season on digital, over 59 Crore video views were registered on the platform for the opening day of TATA IPL 2024 which led to 660 Crore minutes of watch-time.
 
“We conclude the TATA IPL 2024 with a promise to continue to redefine the way sports is consumed in India,” said a Viacom18 Spokesperson. “The growth we are seeing year-on-year assures us that our viewer-centric presentation is engaged with and appreciated. We would also like to thank our partners, sponsors, and stakeholders who have shared our vision as we remain on course to make JioCinema the most sought-after platform.”
 
This season, JioCinema took the opening match presentation with six leading consumer brands, Dream11, Charged by Thums Up, Parle Products, Britannia, Dalmia Cements, and HDFC Bank, debuting their TATA IPL campaigns within the first six overs of the opening game under the newly-introduced JioCinema Brand Spotlight. By the end of the season, JioCinema had a record 28 sponsors and over 1400 advertisers.
 
JioCinema’s commitment to offer the best-in-class sports content will continue with the Olympic Games Paris 2024. Viewers can expect an enhanced viewing experience of the Olympics like never before, with thousands of hours of live and on demand action. Viacom18’s comprehensive coverage of Paris 2024 will include content around must-watch events for India fans, Indians to watch out for at the Olympics, greatest performances in Olympics history, unprecedented landmarks Indians can achieve at Paris 2024, and much more. 


JioCinema records reach of 2,600 Crore views during the 2024 season of TATA IPL

The IPL season in India has indeed become a cultural phenomenon, akin to a festive season, drawing in massive audiences and offering significant advertising opportunities for brands. With IPL 2024, digital marketing agency TheSmallBigIdea witnessed a significant shift towards digital platforms, especially Connected TV (CTV) advertising, reflecting changing consumer behavior and media consumption habits.

According to Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea, despite this premium pricing, TV ad volumes only saw a modest 1 percent increase compared to IPL 2023. However, the number of sponsors and advertised categories surged by 26 percent and 63 percent, respectively. Jio's free streaming option has the potential to broaden viewership and brand awareness, although some experts believe it may shift ad spending towards other major events like the upcoming Lok Sabha elections.

Manish Solanki, COO and Co-founder, TheSmallBigIdea believes the rise of CTV in India signals a significant shift in the advertising landscape, offering advertisers a potent combination of targeted reach, measurable outcomes, and innovative ad formats.

In an exclusive chat with Storyboard18, both Pillai and Solanki outline digital ad spends propelled by IPL 2024, importance of CTV in India, the essence of ‘ThatsMyGame’ and "DilSeIndianSpiritSeMumbaiIndians" campaigns and more. 

Edited excerpts


Can you share some insights on the kind of work done by TSBI for brands during IPL?

During the 2024 IPL season, we at TheSmallBigIdea forged several partnerships with prominent brands like DHL Express, Sports18, JioCinema, GreatWhite Electricals, Sandu Pharmaceuticals, Pepe Jeans, Veena World, and Mahindra Manulife Mutual Funds. 

In our association with Sports18 and JioCinema, we crafted compelling CTV and performance creatives with a focus of transcending devices and brands. Throughout the season, our team churned out over 5000 static and video ads, reaching audiences across televisions, mobile devices, and laptops nationwide.

To ensure maximum brand exposure on handheld devices, we tailored pre-roll and mid-roll 10-second and 20-second ads for GreatWhite Electricals, and static fence ads for Sandu Pharmaceuticals, Pepe Jeans, Veena World, and Mahindra Manulife Mutual Funds on JioCinema during IPL matches. These ads specifically targeted key markets in India to drive brand awareness and consideration.

Our approach to the DHL Express campaign was particularly distinctive. Moving away from the typical norm of using sports celebrities, we focused on the concept of across all domains. This led to a narrative highlighting the prowess of both cricketers and DHL Express. The campaign, which featured cricket stars in a DHL ad film, emphasized the idea that whether it's scoring runs or delivering packages, excellence is what truly stands out. This approach allowed us to resonate with audiences by celebrating expertise without straying from the brand’s core values.

Take us through the growth in digital ad spends propelled by IPL 2024?

The IPL season in India has indeed become a cultural phenomenon, akin to a festive season, drawing in massive audiences and offering significant advertising opportunities for brands. With IPL 2024, we witnessed a significant shift towards digital platforms, especially Connected TV (CTV) advertising, reflecting changing consumer behavior and media consumption habits.

Despite this premium pricing, TV ad volumes only saw a modest 1% increase compared to IPL 2023. However, the number of sponsors and advertised categories surged by 26% and 63%, respectively. Jio's free streaming option has the potential to broaden viewership and brand awareness, although some experts believe it may shift ad spending towards other major events like the upcoming Lok Sabha elections.
 
Advertisers are now advised to diversify their strategies by incorporating digital advertising within the IPL ecosystem and leveraging social media trends. It's crucial to employ precise targeting and measure success beyond traditional TV metrics, focusing on website traffic and social media engagement.

What are your views about the emergence of CTV as an important medium for brands and advertisers?

The rise of CTV in India signals a significant shift in the advertising landscape, offering advertisers a potent combination of targeted reach, measurable outcomes, and innovative ad formats. As traditional TV viewership dwindles, CTV emerges as a cost-effective avenue for brands to connect with diverse audiences. Its integration with digital campaigns enables seamless coordination, while its ability to cater to regional preferences strengthens its position as a pivotal platform for advertisers. With tangible engagement metrics, CTV empowers brands to pivot strategies mid-campaign, maximizing impact and delivering greater value for their investment. 

What are the aims and objectives behind the association with DHL Express for IPL 2024?

Our collaboration with DHL Express during IPL 2024 aimed to spotlight the partnership with the Mumbai Indians and enhance brand visibility through engaging and authentic content. We developed the #ThatsMyGame and #DilSeIndianSpiritSeMumbaiIndians campaigns, featuring dynamic videos, social media posts, and influencer collaborations. These campaigns highlighted the shared values of excellence and commitment between DHL and the Mumbai Indians.
 
We wanted to collectively connect with the audience by reflecting the culture of the Mumbai Indians and DHL’s principles. We captured live event content for social media to ensure consistent and impactful engagement. The objective was to create fun, authentic content that resonated with fans and showcased the strengths of both DHL and the Mumbai Indians. The partnership focused on authenticity, engagement, and celebrating excellence, aligning with both DHL's and the Mumbai Indians' values.

What led to the ‘ThatsMyGame’ and "DilSeIndianSpiritSeMumbaiIndians" campaign? What were some key learnings during the making of the campaign?

The ‘ThatsMyGame’ campaign was inspired by an insight from last year’s DHL shoot. Rohit Sharma humorously remarked, "Mujhe dance wance mat karao. Hum cricketers hai. Let us do that," which sparked the idea. We realized that cricketers should stick to what they do best—playing cricket—and leave everything else to DHL Express. This message resonated strongly on social media, as fans appreciated the authenticity and straightforwardness of the communication. By aligning with the cricketers' true skills, we crafted a campaign that felt genuine and struck a chord with the audience.
 
For the 'DilSeIndianSpiritSeMumbaiIndians' campaign, we wanted to capture the essence of the Mumbai Indians (MI) as a family that nurtures top talent for the Indian cricket team, featuring players like Ishan Kishan, Suryakumar Yadav, and Jasprit Bumrah. The campaign aimed to reflect the spirit of unity and excellence that defines MI. The tagline, "DilSeIndianSpiritSeMumbaiIndian," emphasized being Indian at heart and embodying the true spirit of Mumbai.


What are some projects in the pipeline?

TheSmallBigIdea has adeptly embraced the digital evolution within BFSI and Pharma, utilizing our specialized expertise to navigate the online landscape for renowned brands. Through the implementation of precise advertising strategies and data-driven marketing techniques, we've cultivated strong online identities and heightened brand visibility, as evidenced by our strategic management of brands social media platforms. Additionally, our tailored media buying solutions have substantially enhanced the exposure of clients. Looking ahead, we are poised to further amplify the digital presence for additional brands and sectors in the coming months.

TheSmallBigIdea on how CTV in India signals a significant shift in the advertising landscape

Elections and IPL (Indian Premier League) has been the winning combo for advertisers in the first half of the year. Shooting ad spends have not only added to the Ad Ex of the year but have also delivered a significant year on year growth. In a chat with Storyboard18, Kumar Awanish, chief growth officer, Cheil India said ad spends in April is expected to have brought in an 18-25 percent jump compared to last year. The winner however is Connected TV, with every advertiser wanting to find a space on it.


Awanish talks about CTV growth, ad spends, big ticket events of the year and more.

Edited excerpts


What is the kind of increase in ad spends that you are noticing this April/May period due to the combined impact of IPL and elections?


All mediums put together along with 40 percent plus incremental advertisers, from the period of April to June, we can easily see an exponential growth of 18 percent to 25 percent in the advertising spends compared to same time last year. 



CTV has been the talk of the town, do you see any surge in interest for CTV? Which brands are going for CTV? What has been the approximate spend on CTV ads this election+IPL season?


CTV is the poster boy of advertising at the moment, which is letting the brands bet big. Approximately, 60 percent plus brands from the participating categories are grabbing some share of CTV inventories. The limited inventory of CTV will restrict the overall digital budget share in the range of 12 percent to 18 percent. It is in the higher consideration set of automotive, foods and beverages, BFSI, perfume, e-commerce, gaming and smartphone brands.

 

What are the top ad spending categories experiencing the biggest surge in AdeX due to the combined effect of IPL and the upcoming elections?

Ecommerce, gaming, automotive, beverages and FMCG categories and associated brands are definitely topping the charts.



 
Can you tell us which genres of programming are performing best in terms of ad viewership during the IPL and election season?


Well, this is no brainer. News and sports genres are the ‘Men of the Match’ considering the IPL and election events, followed by entertainment, which has its own loyal fan pool.




How significant is the ad rate growth compared to usual periods, (or this time last year) considering both IPL and election?

If we consider IPL last year to IPL this year, there has been an insignificant growth of ad rates, but for news genre it is like a leap year with an extra day due to elections. On an average, the ad rate surge in news genre will be in the range of 35 percent to 45 percent. Some of the broadcasters have escalated the rates to as high as 70 percent.




Besides IPL and elections, are there any other upcoming events or trends that you anticipate will impact media buying strategies?


There are no significant events, except T20 World Cup that match the scale of IPL and elections in the near term, but there would certainly be some delta in the upcoming events. The second half of the year is power packed. T20 World Cup, Asia cup, Bilateral Series being the prominent ones in sports and KKK, KBC, BigBoss, IIFA and Filmfare in entertainment.

CTV is the poster boy of advertising at the moment: Cheil India’s Kumar Awanish

As the TATA IPL 2024 approaches the playoffs phase, Disney Star, the official broadcaster of the tournament, continues to achieve viewership milestones. As per BARC, the television broadcaster has already surpassed the 50 crore mark in cumulative audience reached. With 17 games left in the season, the broadcaster has already exceeded the full tournament reach of 7 seasons out 8 in the BARC era. Additionally, the broadcaster has also recorded a total watch time of 35,600 crore minutes, a growth of 18% compared to the 2023 edition, showcasing the captivating coverage that the broadcaster has delivered throughout the tournament. Additionally, the broadcaster has recorded a 18% surge in match ratings (TVR) for the first 51 matches compared to the 2023 edition.

The TATA IPL 2024 season is reaching its fever pitch, and Star Sports is capturing the race to the playoffs with surround programming. With only 13 league matches remaining in the 2024 Indian Premier League (IPL) season, the playoff scenario remains a mystery as no team has secured a spot yet. 9 out of 10 teams are still in contention, intensifying the race for the coveted playoff berths. 

 

Disney Star surpasses 50 crore mark in audience reach for Tata IPL 2024

A marquee event like IPL amplifies brand engagement leading to heightened interaction and interest in the brand's offerings. Considering this, Greenply has been leveraging IPL by partnering with Lucknow Super Giants to expand its reach and visibility. "With millions of viewers tuning in to watch IPL matches across India, the brand gains widespread exposure, allowing it to connect with consumers on a national scale. This increased visibility is especially valuable in strengthening Greenply's presence in regions like Uttar Pradesh, where cricket holds immense cultural significance and serves as a conduit for regional pride," says Sanidhya Mittal, Joint Managing Director of Greenply Industries Ltd. 

In the course of the partnership with Lucknow Super Giants, Greenply has endeavoured to create memorable experiences that resonate deeply with fans and embody the spirit of cricket. One such moments came in 2022 when Greenply launched the 'Jalwa Dikhega' anthem, capturing the vibrant essence of Uttar Pradesh and fostering a sense of unity among fans. This initiative wasn't just about entertainment but about making every fan feel connected to the success of their regional team.

The following year marked a significant leap as Greenply integrated AI and digital technologies to redefine fan engagement. Beyond novelty, the aim was to creating personalized experiences that left a lasting impact on each fan.

Mittal discusses how in 2024, Greenply a step forward by rebuilding the ramp at Ekana Stadium in Lucknow to further enhance accessibility for viewers.

Edited excerpts:


What was the rationale behind the Careforall campaign?

The Careforall campaign stemmed from Greenply's dedication to social responsibility and inclusivity. It was inspired by the need to address accessibility challenges faced by wheelchair users at live cricket matches. The campaign began with #pujoforall in Kolkata, highlighting inclusivity during festivities, and evolved into #careforall in Lucknow, where Greenply installed wheelchair-friendly plywood ramps at the at Ekana Stadium in Lucknow. This initiative not only facilitated access for those with mobility challenges but also demonstrated Greenply's commitment to creating inclusive public spaces. The installation of wheelchair-friendly plywood ramps made the experience smoother for attendees with mobility challenges, ensuring they could participate fully in the excitement of live cricket matches.

How important is IPL for Greenply in terms of marketing and advertising?

The key advantage is the amplified brand engagement that comes with associating Greenply with cricket, a sport known for its enduring performance. This connection resonates deeply with audiences during IPL matches, leading to heightened interaction and interest in the brand's offerings. Moreover, the IPL provides Greenply with a platform to expand its reach and visibility. With millions of viewers tuning in to watch IPL matches across India, the brand gains widespread exposure, allowing it to connect with consumers on a national scale. This increased visibility is especially valuable in strengthening Greenply's presence in regions like Uttar Pradesh, where cricket holds immense cultural significance and serves as a conduit for regional pride.

Beyond visibility, the IPL association enables Greenply to infuse its brand ethos among the audience. Through consistent investments in brand building, Greenply leverages the IPL platform to convey its values and messaging effectively. This strategic alignment helps create a positive perception of the brand, fostering a deeper connection with consumers, particularly those who resonate with cricket and its associated values. The IPL also offers ample opportunities for engagement, ranging from targeted advertising during matches to interactive campaigns centered around cricket. These initiatives not only enhance brand recall but also drive consumer engagement, further solidifying Greenply's position as a reliable and performance-driven choice in the construction and interior design sectors.

Take us through Greenply's association with Lucknow SuperGiants. What's been the plan for 2024?

In the course of the partnership with Lucknow Super Giants, Greenply has endeavoured to create memorable experiences that resonate deeply with fans and embody the spirit of cricket. One such moments came in 2022 when Greenply launched the 'Jalwa Dikhega' anthem, capturing the vibrant essence of Uttar Pradesh and fostering a sense of unity among fans. This initiative wasn't just about entertainment but about making every fan feel connected to the success of their regional team.

The following year marked a significant leap as Greenply integrated AI and digital technologies to redefine fan engagement. Beyond novelty, the aim was to creating personalized experiences that left a lasting impact on each fan.

Greenply's commitment to inclusivity and social responsibility was exemplified in 2023 with the installation of wheelchair-friendly ramps at Ekana Stadium. This initiative focused on accessibility, ensuring that everyone, regardless of mobility challenges, could share in the thrill of live cricket matches. 

Also in 2023, Greenply hosted the 'In the House' chat show with players like Krunal Pandya, Quinton De Kock, Marcus Stoinis, Avesh Khan, and media personality Ms. Mandira Bedi, to celebrate the launch of Greenply’s state-of-the-art MDF plant in Baroda. It was a blend of sportsmanship, industry innovation, and local impact, showcasing our dedication to creating memorable experiences both on and off the field.

In 2024, Greenply has taken another step forward by rebuilding the ramp at Ekana Stadium in Lucknow to further enhance accessibility for viewers. This initiative reflects Greenply's commitment not only to supporting the city's team but also to contributing to the infrastructural improvement of Lucknow, one ramp at a time. It's about more than just cricket; it's about creating lasting positive impact in the communities we serve.

What is Greenply's media mix? 

The association with Lucknow Super Giants is amplified across digital and social media platforms, complemented by consumer connect initiatives both virtually and on-ground. These efforts aim to generate significant engagement among the audience and foster a sense of connection with the brand.
Greenply adopts a 360-degree approach in its media mix, targeting a wide range of audiences including channel partners, industry influencers, and consumers. This comprehensive strategy ensures that the brand's messaging reaches and resonates with its key stakeholders.
The media mix includes a big focus on unique activations, spanning from AI-driven campaigns to CSR initiatives and entertainment-based engagements. This diverse approach not only captures attention but also reflects Greenply's commitment to innovation and creating meaningful experiences for its audience.

What are some market trends and consumer insights you have been noticing?

Consumer trends in the plywood industry are witnessing a notable shift towards a focus on furniture rather than the plywood itself. Consumers are discovering the importance of quality ply during the process of crafting exceptional furniture pieces. There is a prevalent belief that homes are always a work in progress, leading to a continuous need for change, evolution, and staying updated with contemporary trends. While there is a high level of involvement in home décor, consumers often exhibit a low understanding of materials, relying more on aesthetics and functionality.

In terms of brand exploration, consumers typically delve into 2-3 brands in detail, with a focus on basic functionalities. However, there is a lack of knowledge on how to evaluate plywood beyond these basics. This trend indicates a growing reliance on experts to guide decision-making processes, especially in selecting branded materials that are perceived to offer higher quality and reliability. Overall, these market trends and consumer insights highlight the evolving dynamics in the plywood industry, where a balance between functionality, aesthetics, and expert guidance plays a crucial role in consumer decision-making.

Greenply's Sanidhya Mittal on leveraging IPL, partnership with Lucknow Super Giants and more

Even in its last legs, the Indian Premier League continues to garner advertiser interest.Advertising on television during the first 48 matches of the Indian Premier League has surged by 15 percent compared to the same period last season. This growth is fuelled by a significant increase in both advertiser and category participation.



According to latest TAM data, There has been a 40 percent search in the number of categories that advertised in IPL this year and close to 33 percent increase in advertisers. 



A total of 32 new categories and 101 new brand advertised in the first 48 matches of IPL 2024.
Just like the last season, ecom- gaming continues to dominate the top categories on television. The top five categories this season after ecom-gaming are range of food products, pan masala, perfume/deodorant and air-conditioners. Together the top five categories present in this years‘s IPL covered 46 percent share of ad volume.



Moving on to advertisers Parle Products, Sporta Technologies, Vishnu Packaging, Vini products and Playgames 24*7 topped the charts.



<a href="https://www.storyboard18.com/brand-makers/ipl-2024-pan-masala-brands-spend-rs350-cr-grab-10-percent-advertising-volume-with-mouth-freshener-ads-30263.htm">Also read: IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads</a>


Exclusive brands on Hindi+ English language channels this season are Fogg Master, Dabur Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and the Espncricinfo App.

IPL 17 ads on TV up 15 percent as new categories and brands join the game

India's booming CTV market coupled with IPL is a magnet for viewers, broadcasters, and advertisers alike. CTV reaches audiences who are no longer watching traditional cable or may never do so, making it a vital medium to connect with viewers shifting towards digital platforms. As per a Dentsu consumer study, CTV viewers have a higher engagement level with 2.2x engagement level compared to 1.4x on offline media like QR scan, coupon redemption or installs. 

Sharing his views on the digital versus TV debate, Rahul Talwar, Chief Marketing Officer, Max Life Insurance says, “Between linear TV and connected TV,  CTV would be one of those pivotal frontiers for advertisers today. We know that all traditional or newer choices of media and their outcomes are reflected on measurability. At the end of the day, a marketer is also now responsible for driving revenue."

Talwar adds, “CTV is that it not only offers a larger screen to consume content and for brands to be present in, it’s also one of those pieces where we have realized that if the viewer wants to have control in his or her hand, it allows you to have that versus say a set content that would have been available in the past. And for life insurance, which is a family conversation, we believe that CTV would be definitely playing a role. 

On the transition from linear TV to CTV, Talwar believes that there is still much more distance to cover and to reach that stage, as there is a great degree of efficiency that gets driven by linear TV. “But I equally believe that going forward, there would always be a role for a specific objective that would be fulfilled by CTV being in the media, mix in that sense."

IPL is a play that allows interactions with the viewer or with the end user in many ways. Talwar says, "At  Max Life, we have very strategically aligned ourselves with cricket for two reasons; one, because we fundamentally believe that if GenZs and millennials are two important cohorts for Max Life Insurance or life insurance in general, then to be able to leverage IPL in some shape and form is important."

IPL brings about this entire manifestation of real-life heroes, and Max Life is all about trying "to ensure that we celebrate these real life heroes or in traditional ways as we call them the breadwinners," he adds. 

"If you were to look at a last three year trend, we have always been floating around with IPL, with our strategic partnerships earlier with team Royal Challengers Bangalore, more recently with Mumbai Indians, and we have ensured that we are in a very smart way present in and around IPL to be able to ensure that we are looking at our brand mind measures moving up."

This is despite the fact that IPL as a property or as an engagement touchpoint would come in those parts of the year which are typically not that high on seasonality for this category, unlike a beverage category which would witness a peak season in the months of April and May. Life insurance tends to pick up beyond May, but despite that IPL can play an universal role. 

Max Life has also embraced the Diversity and Inclusion conversation by leveraging Women's Premier League by extending partnerships with the Mumbai Indians women’s team.    

CTV is a pivotal frontier for advertisers today: Max Life Insurance's CMO Rahul Talwar

During IPL 17, Sports Personalities claimed the larger portion of brand endorsements, representing 50 percent of ad volumes, with Actors from the film industry following closely behind at 36 percent Profession, as per TAM.

In the analysis of the initial 37 Matches, Amir Khan reigned supreme in IPL 16, whereas Shahrukh Khan ascended to the zenith in IPL 17

During IPL 17, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.

Among all professions, Sports Person led in brands’ endorsement with 50 percent share of ad volumes, followed by Film Actor with 36 percent share during IPL 17.

When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41% respectively during IPL 17.

Shahrukh Khan was on top with 12 percent share of ad volumes during first 37 Matches of IPL 17. Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons' overall celebrity list. Among the Top 5, Hardik Pandya was common Sports Celebrity on both IPL 17 and IPL 16.

Top 5 categories including Ecom-Gaming, Pan Masala, Aerated Soft Drink, Face Wash and Paints, and advertisers such as Sporta Technologies, Vishnu Packaging
K P Pan Foods, Playgames 24*7 and  Coca Cola India accounted more than 75 percent and 65 percent ad volumes share of Celebrity endorsed ads in IPL 17.

23 percent degrowth in ad volumes of celebrity ads in IPL 2024: Report

What is common between Shah Rukh Khan, Ajay Devgan, Sunil Gavaskar, and Virender Sehwag? While some are team owners or cricket legends, their other connection to the league lies in being brand ambassadors for Pan Masala companies. Pan Masala is one of the top five categories in the ad volumes’ list on IPL(Indian Premier League) this year. The category has also reportedly shelled out a whopping Rs 350 crore for IPL 2024 ad placements.



According to media buying experts, Rs 250 crore out of this ad budget has been spent on television advertising alone.



As per latest numbers released by TAM, Pan Masala brands accounted for 10 percent of total ad volume in the first 39 matches of IPL 2024, played between March 22nd and April 23rd. In fact, it is one of the only two categories common between IPL 2023 and IPL 2024. 



Why does IPL work for Pan Masala brands?



Like any other brand, Pan Masala brands also have their eyes on the massive reach of IPL on television and digital.


According to Vaibhav Choudhari, Vice President, West, Carat India, despite the seemingly irrelevant connection, Pan Masala brands see IPL as a strategic investment for reaching their target audience. 



“The high cost is justified by the massive reach, particularly among male audiences and in smaller towns where their consumption is higher. By constantly being in viewers' faces with celebrity endorsements during this near-religious sporting event, they aim to build top of mind brand awareness and capture new customers in a category known for user loyalty (addiction),” he said.



“This strategy mirrors past battles for market share in deodorant, telecom and e-commerce categories where brands fought for top-of-mind space to influence buying decisions,” he added. 



Brands in the category also topped the leading advertiser list in terms of ad volume. Vishnu Packaging (Vimal Elaichi Pan Masala) and  K P Pan Foods (Kamla Pasand Silver Coated Elaichi) are among the top five advertisers this season. Both brands were top advertisers in last year’s season as well. 



“A 'powered by’ partner in the category ends up spending anywhere between Rs150 crore- Rs 200 crore on IPL while any other advertiser from the same category pays approximately 15 percent less for inventory and ends up spending around Rs100 crore during IPL,” explained a media planner who did not wish to be named.



According to this planner who works closely with brands in the category, these companies spend close to 60 percent of their annual ad budget on IPL.



While Pan Masala brands appear to dominate IPL ad breaks, the planner clarifies that these are actually ‘mouth freshener’ brands. 



This tactic is a classic example of surrogate advertising, where companies promoting restricted products like Pan Masala advertise alternative products like mouth fresheners to bypass regulations.




“Pan Masala brands spend heavily on IPL advertising, with estimated spending reaching hundreds of crores. Despite Pan Masala's ban on advertising due to health concerns, they cleverly advertise under the guise of mouth fresheners or digestives. IPL offers massive viewership, reaching millions across demographics, providing unparalleled visibility. Moreover, it offers a platform for brand association with youth, glamour, and entertainment, transcending the product's traditional image,” said Yasin Hamidani, director at integrated marketing and branding agency Media Care Brand Solutions. 


IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads

IPL (Indian Premier League) 2024 on TV continues to grow with significant increase in ad volumes. Compared to IPL 2023, there was a 12 percent growth in ad volume per channel for the first 39 matches.



The advertiser pool also expanded, with over 60 categories and 70 plus advertisers participating coming on board in this period. The last season saw around 40 categories and 50 plus advertisers.



The top categories to advertise in this year’s IPL till date are ecom – gaming, which had around 16 percent share based on add volumes, followed by range of food products, pan masala, perfumes/deodorant and smartphones.



Ecom – gaming and pan masala were the only common categories present between last year and this year IPL.



Moving on advertises, the top advertiser in this period was Parle Products. The others in the top five category included Sporta Technologies (Dream11), Vishnu Packaging (Vimal Elachi Pan Masala), Playgames 24*7 (My11Circle) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi). 


The top five exclusive brands on Hindi plus English language channels in this period were, Fogg Master , Dabur, Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and Dabur Cool King Thanda Tel.