MAM
IPL crosses over 100 million viewers in 14 matches
MUMBAI: The third edition of the Indian Premier League (IPL) has managed a cumulative reach of 108 million viewers in just 14 matches, demonstrating that the T20 league is fast replacing other cricketing content as the hottest property.
The IPL in its inaugural edition had reached 77 million viewers in 14 matches, and then gone on to amass 96 million viewers in its second season.
The third edition of the IPL, currently on display, took 10 matches to reach 100 million viewers compared with 51 matches in the first season and 23 matches in the second season, signaling the growing popularity of the T20 format for TV viewers.
Tam data, in fact, shows people are tuning in to the games even on weekdays and not just on weekends or holidays. Interestingly, the top-rated match this year was recorded on a Wednesday as the contest between Mumbai and Delhi earned a TVR of 6.24 on 17 March.
The average TVR this year is 4.69, which is slightly lower than the TVR of 4.97 in the first year. In the second year, the TVR was 4.52.
It is somewhat surprising that 40 per cent of the IPL’s viewership is coming from the 35+ TG. The SEC split is relatively even, as indicated by the Tam data.
MAM
Adidas Originals unveils India co-created Superstar with Ranveer
Tiger-inspired limited edition marks brand’s first India-led sneaker design
MUMBAI: From stripes on the field to stripes on sneakers, Ranveer Singh is leaving his mark this time in black and white. Adidas Originals has launched its first India co-created sneaker in collaboration with Ranveer Singh, signalling a sharper push towards localisation as India’s sneaker culture continues to gain ground. The limited-edition drop reworks the iconic Superstar silhouette through Singh’s personal aesthetic, drawing heavily from the Royal Bengal Tiger his self-described spirit animal. The design blends bold black-and-white tones with tiger-inspired detailing across the signature three stripes, alongside a bespoke Ranveer Singh insignia and jewel-like accents that add texture and visual punch.
Positioned as the brand’s first hyperlocal expression from India, the release reflects a broader strategy, take a globally recognised icon and reinterpret it through regional identity.
The campaign mirrors that idea. Set in an urban jungle, it explores themes of instinct, individuality and duality aligning both with the symbolism of the tiger and the long-standing ethos of originality tied to the Superstar line.
Adidas India senior brand director Bhawna Sikka described the drop as a milestone moment, noting that it reinforces India’s growing influence in shaping global sneaker narratives. The collaboration also builds on a decade-long association between the brand and Singh.
For Singh, the project carries a personal arc from wearing Superstars in college to co-creating one. The design, he said, reflects a belief in embracing one’s raw, instinctive identity.
With this launch, adidas Originals isn’t just releasing another sneaker, it’s testing how far local storytelling can travel on a global sole.
