Brands
Advertising impact of brands on TV almost 2X of digital this IPL: YouGov Omnibus Survey
Mumbai: IPL on TV continues to deliver on all fronts as viewership, advertiser participation and advertiser impact continue to grow week-on-week. As per BARC, television has achieved an overall reach of 450+ million in just 4 weeks, while HD reach has broken all records at 86 million in the same duration. The early success of IPL on TV has witnessed a massive influx of brands across categories and a YouGov Omnibus survey showcases that TV campaigns advertising brands have significantly outperformed those on digital. The power of collective viewing, lag-free viewing experience and cutting-edge broadcast of Star Sports continue to drive up brand health metrics for advertisers.
Here are some of the key observations from the survey:
Travel Luggage Brand
A prominent travel luggage brand has been onboard IPL 2023 across both TV and digital, and the TV campaign has witnessed far more impact than its counterpart across awareness, consideration, advocacy and imagery perception. When compared to digital, the TV campaign for the brand scored 2X higher on awareness, 2.1X higher on consideration, 1.6X higher on advocacy and 1.2X higher on imagery perception. The research elaborates that the performance of the campaign on TV can be attributed to multiple factors like TV being able to target the right kind of audience for the brand, or engagement with brand content being higher amongst TV viewers as opposed to Digital.
Online Travel Booking Brand
Data for one of the leading brands in this category which has been advertising on IPL (TV & Digital) suggests directionally higher impact on lower funnel metrics amongst TV viewers – with scores for Purchase intent and Advocacy being much greater among TV viewers when compared to Smartphones. The brand witnessed 1.8X higher awareness, 2.6X higher consideration and 2X higher imagery perception for its TV campaign compared to digital.
Mobile Handset Advertiser:
A prominent handset brand that is advertising on TV during IPL for the launch of a new smartphone variant has witnessed significant uplifts across key brand health metrics. The survey suggests the product launch for the brand has seen a 1.5x increase in awareness, a spectacular 2.75x increase in consideration.
YouGov general manager Deepa Bhatia said, “As always, we see IPL give sponsors and advertisers a boost in terms of recall and salience. This year, however, was more interesting due to the changes in broadcast and digital rights. Brands have had to fine-tune their media strategies to adapt to these changes and so far, we have noticed that TV advertisers are scoring well on multiple metrics.”
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.
