MAM
Vodafone, Pepsi and Kingfisher are most recalled brands in IPL5: Ormax
Mumbai: Vodafone, Pepsi, Kingfisher, Volkswagen and Hero are the five top recalled brands during IPL5, as per the cricket advertising recall and effectiveness research – Day after Cricket (DAC), conducted by Ormax Media, the media research and consulting firm.
Though, Vodafone was the overall winner, the last week of IPL 5 saw Pepsi leading the recall charts, touching a score of 44 per cent on unaided recall, the highest achieved by any brand this season, the company said.
As per the research, Volkswagen and Kingfisher are the only brands which feature among the Top 10 brands in terms of both unaided recall and ad likeability.
The top three most liked ads are: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam. Interestingly, none of these campaigns featured a celebrity.
The most recalled innovation sponsorship association recalled is Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star of the Match are at distant No. 2 and No. 3 respectively.
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Top 10 Brands Recalled (IPL 5 )
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| Rank | Brand |
| 1 | Vodafone |
| 2 | Pepsi |
| 3 | Kingfisher |
| 4 | Volkswagen |
| 5 | Hero |
| 6 | Coca Cola |
| 7 | DLF |
| 8 | Idea |
| 9 | Nokia |
| 10 | Tata Docomo |
The top 10 most liked campaigns or promotions in IPL 5 are listed in the table below.
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Top 10 Most Liked Campaigns (IPL 5)
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| Rank | Brand |
| 1 | Gems |
| 2 | Sprite |
| 3 | Mazaa |
| 4 | Volkswagen |
| 5 | Cadbury‘s Dairy Milk |
| 6 | Yatra.com |
| 7 | Kingfisher |
| 8 | Mountain Dew |
| 9 | Lays |
| 10 | Slice |
DAC is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The target group for the study was 15-40 years males and 15-34 years old females.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
