MAM
Vinay Rao joins as Langoor’s head- client success
Mumbai: The digital marketing agency Langoor has appointed Vinay Rao as its head of client success. He will lead strategizing and digital transformation on key accounts.
Vinay will help brands achieve their goals by bringing the focus back on business and enabling strategies that help them create a prominent presence in new markets. He will be the driving force behind a brand’s storytelling to build credibility, promote awareness and engineer conversion with clients.
Welcoming him on board, Langoor CEO Venugopal Ganganna said, “At Langoor, we are always scaling up and adding new clients to our roster. To ensure that our clients receive all the support and advice they need and to help their business grow, we decided to onboard Vinay. He is very driven and has innovative ideas and effortless communication skills that he brings to the table which is crucial for our business. Vinay’s vision for Langoor aligns perfectly with ours, making him the ideal match for the role.”
Speaking on his appointment, Langoor head (client success) Vinay Rao said “I am thrilled to work with a firm as dynamic, creative and motivated as Langoor. The environment in the firm is very exciting and it’s an opportunity which couldn’t have knocked at my door at a better time such as now. Venu is a great leader and I look forward to working with him and giving our customers all the support that they need to grow and prosper.”
In his last role, Vinay was responsible for the digital marketing & communications mandate for Blume Ventures, one of India’s top-tier venture capital firms. He has also previously worked on the digital transformation mandates of early stage, challenger, and digitally native brands in ITES & SaaS, E-commerce, FMCG, healthcare, fitness and wellness, home interiors, retail, real estate, non-profit, airline, electronics and consumer goods.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
