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
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
