Big IPL Ad Spends, Small Impact: Report Reveals Why 'Zubaan Kesari' Didn't Translate Into Brand Recall

The Indian Premier League is all geared up for another season of high-scoring matches, low-scoring thrillers, close finishes and edge-of-the-seat super overs.

In between all the breathtaking action, advertisements like Ajay Devgn's Zubaan Kesari, Hrithik Roshan's Darr Ke Aage Jeet Hai and cricketers grooving to Kingfisher's Oo La La La Le O will be beamed, vying to catch the attention of the millions of viewers glued to their TV or mobile screens.

But a new report on Thursday throws a bouncer at big-spending advertisers — turns out, shelling out crores on ads does not guarantee a brand will hit the recall charts.

The Crisp Insight eDART-IPL24 report, in collaboration with Kadence International, revealed a stark contrast between ad investments and actual consumer recall, highlighting the importance of strategic advertising over sheer volume.

Despite massive advertising investments, several brands struggled to make a lasting impression on IPL audiences. With big names like Ajay Devgn and Shah Rukh Khan — Vimal may have plastered screens with gutkha glamour, but with 3,016 gross rating points, it barely managed a 2.4% recall.

Similarly, Parle with 2,615 GRPs and Kamla Pasand with 1,902 GRPs saw recall rates of only 4.1% and 4.2% respectively. These figures indicate that merely increasing ad frequency does not guarantee consumer retention.

Fantasy gaming platform Dream11, with a relatively lower spend of 1,730 GRPs, emerged as the most effective advertiser, achieving a 37.7% brand recall. My11Circle, despite spending just 634 GRPs, also registered a 14% recall, demonstrating that well-executed campaigns focusing on strategic messaging, creative execution and brand integration can significantly enhance visibility.

One of the most critical insights from the report is the increasing effectiveness of non-traditional advertising or non-FCT strategies. Brands like Jio, Tata Group, Slice, BKT and Paytm achieved high recall without relying on conventional TV ads.

Their visibility was driven by team sponsorships, stadium branding, segment sponsorships, and TV screen placements, emphasising the shift towards more immersive and sustained advertising approaches.

The findings come at a time when IPL ad rates are soaring. In 2024, over 100 brands advertised across television channels airing the IPL, yet only 30 brands exceeded 200 GRPs, making them more likely to be noticed.

However, as the data shows, high GRPs do not automatically translate into consumer recall. Strategic ad placements, audience engagement and brand integration play a more significant role in ensuring long-term brand impact.