Brands
IPL 2025 ads give FMCG brands a measurable sales lift: JioStar study
MUMBAI: Advertising during the Tata IPL 2025 delivered hard sales, not just eyeballs, according to a new JioStar-backed study that puts numbers to cricket’s commercial muscle.
The analysis, conducted by US-based Aintu Inc, tracked offline sales across more than 4,400 retail stores, covering 40-plus brands in 15 FMCG categories. Brands that advertised on JioStar during the tournament posted an average 5.7 per cent uplift in sales value, with gains recorded in both volume and revenue.
The biggest winners were those that spread their bets. Advertisers running campaigns across television and digital screens clocked a 6.3 per cent uplift, compared with 5.3 per cent for single-screen activity. Heavy spend also paid off: brands investing over Rs 10 crore saw an 8.4 per cent sales jump, nearly double the 4.9 per cent uplift delivered by lighter budgets.
Format mattered too. Campaigns combining video and display advertising generated a 7.2 per cent uplift, comfortably ahead of 5.5 per cent for video-only efforts — a reminder that creative mix, not just airtime, drives returns.
“Sports is no longer just about reach. It is about impact,” said JioStar head of sports sales Aakash Govindan. “Brands that partnered with us during IPL 2025 turned mass attention into measurable business outcomes.”
Parle Products vice-president Mayank Shah, said the tournament created a perfect storm of emotion and consumption. “From wafers to Marie, the season converted cultural excitement into real movement in brand preference and sales,” he said.
Hamilton Sciences managing director Saurabh Gupta, which advertised its Denver brand during the IPL, called the results “proof that sports-led advertising shifts behaviour, not just awareness”.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
