Brands
TAM Sports Report: Film actors & sports persons together accounted for more than 90 per cent ad volume share
Mumbai: TAM Sports, a division of TAM Media Research, has released the Celebrity Endorsement Report for TATA IPL 2023.
As per the report, during the 16th edition of the IPL, the ad volume share of celebrity-endorsed ads experienced a growth of 8 per cent in comparison to the previous season, across all matches.
Film actors and sports persons together accounted for more than 90 per cent ad volume share of the total celebrity-endorsed ads. Among all professions, film actors led in brands’ endorsement with 49 per cent share of ad volumes, followed by sports persons with 41 per cent share during IPL 16. The share of film actors and sports persons endorsed ads per channel grew in IPL 16 by nine per cent and 32 per cent, respectively, as compared to IPL 15.
While the level of exposure of celebrities on television has risen, the count of overall and sports celebrities waned in IPL 16 over IPL 15. When compared to IPL 15, the number of overall and sports celebrities decreased by 29 per cent and 21 per cent, respectively, during IPL 16.
In both IPL 16 and IPL 15, Aamir Khan and Shahrukh Khan are in first place respectively. Aamir Khan was on top with a nine per cent share of ad volumes during all matches of IPL 16. During all matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons’ overall celebrity list. Among the top five, Virat Kohli, Rohit Sharma and Hardik Pandya were common sports celebrities in both IPL 16 and IPL 15.
Two out of the top five categories endorsed by celebrities belonged to F&B and the other two categories were from the services sector during IPL 16. The top five categories and advertisers accounted for 75 per cent and 67 per cent ad volumes share of celebrity-endorsed ads in IPL 16.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
