MAM
WC win could boost India ODI rates by 20 per cent
MUMBAI: With Dhoni‘s men being crowned World Champions, the cricket economy is set for an upward swing as India has a heavy calendar this year.
ODIs stand to benefit the most, with some experts forecasting ad rates on live telecast to be 20 per cent more than normal times for the succeeding two series.
“Advertisers will want to ride the current wave. This will be the reverse of what happened in 2007 when the cricket economy collapsed for a bit after India suffered an early exit. Advertisers now might devote more of their budget towards cricket,” says a sports marketing expert who did not want his name to be revealed.
In a cricket heavy year, India plays around 20 ODIs till January 2012.
The India tour of England on ESPN Star Sports is expected to get a lift due to the good timing. “The West Indies series (on Ten cricket) might not see that much of a gain as the timing is an issue. Once these get over, the monies spent thereafter will depend on India‘s performance. But for the next two to three series, advertisers will approach sports channels wanting to be a part of the momentum,” says a media buyer.
Interestingly, India will play both home and away series against West Indies and England.
While there is a series every month, there will be clients who advertise due to competitive pressure. “The good news is that so far we have not seen any signs of viewer fatigue. I don‘t see this being an issue unless India‘s performance dips sharply,” the media buyer adds.
Another media buyer notes that more advertisers might come into the sport over the next few months. “There will be a premium paid here and there. At the same time, it is not that clients will stop spending on other genres,” she says.
She notes that for brands involved with the World Cup, there has been a big rub off in terms of brand loyalty and perception.
“The performance has been spectacular. Companies in categories like telecom already do a lot around cricket. This will continue. In some cases, this could intensify,” she says.
One company that should benefit in a big way is Sony. It used Dhoni in its ads and also was a top advertiser on ESPN Star Sports.
Will Multi Screen Media (MSM), the IPL‘s official broadcaster, gain from the World Cup victory?
“There will be no impact as MSM has pre-sold the IPL. We expect the Champions Twenty20 League later this year not to benefit much from the World Cup as ratings have been low,” says a media buyer.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
