MAM
Everything ‘official’ about sponsorship – cricket advertisers
MUMBAI: This is something which will make the ICC officials smile! Studies conducted by AC Nielsen as well as TAM India show that the official sponsors of the ICC cricket World Cup have managed to keep far ahead of their non-sponsor competitors. This is despite a large number of other brands fiercely competing for mindshare and airtime during the phase of high-decibel advertising and media activity.
Separately conducted studies conclude that the key differentiator between sponsor and non-sponsor advertising has also been the execution employed by the advertisers.
According to the findings from ACNielsen India Customised Research Services’ syndicated survey ‘Cup of Life’, on the impact of media activity during the high profile event, brands Pepsi, LG and Hero Honda topped the table for unprompted recall of World Cup sponsors. Similarly, TAM ADEX analysis released on 2 April also puts Pepsi at the top of the table in all TV homes with a total of 3082 GRPs.
The ACNielsen survey was conducted in the eight metros of Mumbai, Delhi, Kolkatta, Chennai, Bangalore, Hyderabad, Lucknow and Ahmedabad. The survey used the door-to-door random sampling approach with survey activity conducted throughout the duration of the World Cup to eliminate any match related, timing bias.
According to the Nielsen study, while Pepsi and LG have been associated with official sponsorship at an unaided level of 70 per cent each, Hero Honda registered an association of 28 per cent amongst cricket enthusiasts. However, the TAM ADEX report adds that BSNL Celltone managed to dominate the terrestrial channel while Reliance Infocomm got more viewership on Sony and MAX. Hero Honda was placed somewhere in between Pepsi and Reliance Infocomm in the stakes with equal mileage on DD as well as MAX.
Comparing these trends with the soccer World Cup findings released by ACNielsen in 2002, it looks as if non-sponsor activity was definitely higher during the cricket World Cup as compared to the FIFA soccer World Cup. This, says ACNielsen, can be attributed both, to a greater involvement in cricket as a sport amongst Indians as well as a more conscious regulatory environment.
The ACNielsen study says that non-sponsors such as Samsung (19 per cent), Reliance Infocomm (15 per cent), Coca-Cola (12 per cent) and Britannia (10 per cent) which registered spontaneous recall in the early double digits did however manage to score better than other official sponsors like South African Airlines and regional sponsors Orange/Hutch. The TAM ADEX report also places Samsung, Reliance Infocomm and Coca Cola higher than the Orange/Hutch Cellular brand on its mapping returns chart.
An analysis of the executions recalled, point to the success of communication that was amusing, topical and featured Indian cricketers in memorable though not necessarily stereotypical circumstances.
Other interesting analyses that ranks the effectiveness of various non-TVC advertising and branding platforms used during the event indicate that ground hoardings and ground paintings followed by ‘Action Replays’ and ‘Side Screens’ have proved the most impactful in terms of recall through the event . ‘In-stadia’ branding has clearly displayed it’s superiority over ‘On-screen’ branding platforms. Not only have they registered better recall but has also supported TVC based campaigns in protecting brands against any effort at ambush marketing by non-sponsor competitors.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
