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Fantasy sport brands clean bowl the recall game as fitness fizzles out
MUMBAI: In the battle of brands, fantasy leagues take the trophy while fitness flops.
As the IPL 2025 roars on with sixes, super overs and stumping drama, it’s not just cricketers battling it out on the field. Brands, too, are jostling for mind space. But according to a fresh report by Crispinsight and Kadence International, some are swinging big while others barely make the scoreboard.
The study, called eDART-IPL25, tracked day-after recall among IPL viewers. And here’s the curveball: two in three viewers recalled a fantasy sports brand, making it the MVP of brand recall this season. Tyre brands followed at a steady pace, with one in three fans remembering them. Meanwhile, sports and fitness brands barely broke a sweat, with a miserable one per cent recall despite being very much in the game.
“Sponsorship-driven visibility and strategic placements are proving to be just as powerful if not more than traditional ad slots in IPL,” said Crispinsight partner Ritesh Ghosal. “While fantasy sports brands dominate recall, many high-spending brands are strug gling to break through the clutter, reinforcing the need for smarter, recall-focused marketing strategies.”
Big bucks, low bounce?
Despite ad spends soaring higher than Shubman Gill’s batting average, the findings call bluff on the idea that more money guarantees more memory. It’s the in-game sponsorships, stadium banners, and on-screen moments that’re stealing the limelight—and with it, consumer attention.
“IPL this year sees a larger number of brands advertising but with lesser depth, making standing out that much tougher,” added Kadence International Aman Makkar. “Our findings highlight the growing importance of sponsorship-led brand placements, which deliver sustained visibility in the live telecast and deeper connection with fans.”
While traditional advertising has its place, non-FCT (non-film commercial time) methods are now the hot ticket. Think jerseys, LED boards, dugout logos, and anywhere else the camera lingers for more than five seconds. The study indicates that these lower-cost yet high-exposure strategies are proving to be a smarter play.
As the IPL season barrels forward, Crispinsight and Kadence International plan to publish weekly updates from their eDART tracker, helping brands tweak their campaigns before the final overs run out.
So, if your brand’s not in the highlights, maybe it’s time to switch the pitch. Because in today’s IPL, if you’re not integrated, you’re invisible.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
