Why IPL Ads Must Go Back to Move Forward

Memorability matters. It helps people buy, not just in the moment but also in the future

- ADITYA KANTHY

Here we are again. IPL season. A mad scramble to be seen on the biggest stage in the world. Not for the cricketers. That's done and dusted. It is a different matter for advertisers. Valued at around $12 billion and reaching more than 450 million viewers, the IPL is far more than a cricket tournament; it is a cultural phenomenon. Do we remember a time when we tuned in eagerly not just to watch our favourite cricketers take the field but also some truly wonderful advertising?

There is a broad consensus that over the last few years, the quality of advertising on the IPL has been on the decline. That's not to dismiss the occasional brilliance we still see. There have certainly been stand-out ads, but those pieces of work that linger on in memory long after the season is over have become fewer with every passing edition.

This is worrying.

Memorability matters. It helps people buy, not just in the moment but also in the future.