More noise, less nudge: IPL ads fail to stand out

This year, the IPL began with what many consider one of the best—and probably the costliest —ads of the season

- Gaurav Laghate

Despite record-breaking viewership and soaring ad spends, most ads aired during IPL 2025 may have already faded from public memory. While the on-field cricket remains fiercely competitive, advertising creativity appears to be on autopilot, raising serious questions about return on investment and long-term brand impact.

This year, the IPL began with what many consider one of the best—and probably the costliest—ads of the season. Dream11's campaign featured Aamir Khan, Ranbir Kapoor and a galaxy of celebrities and cricket stars, setting the tone for the tournament and its rivalries. It was witty, memorable and widely shared.

But after that strong start, most ads barely made a mark. Take the much-discussed spot featuring Rohit Sharma talking about financial planning, or MS Dhoni promoting a tile adhesive.

Both had star power and brand fit, yet the creative left viewers more puzzled than persuaded.

Data from TAM Media Research reveals that more than 105 advertisers and 190 brands participated across the first 70 matches of IPL 2025, with a 27% jump in advertiser count and a 28% rise in brand count over last year.

The overall ad volume on TV grew marginally, just 0.45% higher than IPL 2024. But the creative bar hasn't risen alongside.

"While a few brave brands are pushing creative boundaries, most of the advertising seems to be working in a safe, high-frequency mode," said Anshu Yardi, vice-president—business partnerships & communication at TAM Media Research.

"The opportunity is still massive, but innovation requires risk, and during IPL many brands may want to play safe."