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
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
