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IPL ratings remain flat at 3.4 TVR for 46 matches
MUMBAI: The viewership for the first 46 matches (44 matches excluding two abandoned matches) of the Indian Premier League remained flat at 3.40 TVR, despite the improved quality of matches and several close encounters.
The cumulative reach of the current season of IPL matches stood at 151.58 million, according to Tam data for CS 4+ TG All India market.
The season 4 of the IPL had garnered an average viewership of 3.54 TVR with a cumulative reach of 152.72 million. The season 1 of the tournament followed by season 3 had the best performance garnering 4.72 and 4.53 TVR respectively.
The IPL ratings have gone down below the 3.5 TVR for the first time, marking a new low in its viewership.
Earlier, the IPL had notched an average viewership of 3.41 TVR for the initial 36 matches with a cumulative reach of 144.9 million.
The first 27 matches of the IPL had managed a viewership of 3.53 TVR, down from 3.88 TVR a year ago. Even the cumulative reach has taken a beating, down from 140 million last year to 137 million.
The average viewership for the first seven matches was 3.76 TVR which further fell to an average of 3.65 TVR for the 16 matches.
Explaining the falling viewership of the IPL, Percept Media Lab had released an analytical report according to which the IPL viewership has stabilised after going through a ‘level shift‘ or sudden drop in viewership.
The report also stated that the viewership has dropped since the initial attraction and draw of sports combined with glamour has worn off, and there is no longer a ‘novelty’ around the IPL concept.
It also established that the share of Female viewers for SEC ABC has dropped to 10 per cent from 13 per cent in IPL season 4 even as it retained its core Male TG.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
