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IPL 18 advertisers score big as FMCG, gaming and finance jostle for air-time
MUMBAI: It’s not just the players smashing boundaries—advertisers are on a powerplay of their own. According to TAM Sports’ latest report on IPL 18 (covering the first 70 matches between 22 March and 27 May 2025), this season saw a brand barrage with more than 190 brands, 105+ advertisers, and 70+ categories vying for attention on TV.
That’s a 27 per cent jump in advertiser count and nearly 28 per cent rise in brand presence compared to IPL 17. Clearly, the advertising pitch is just as lively as the one at Eden Gardens. The commercial ad volumes for the first 70 matches of IPL 18 nudged past last season’s levels, with indexed TV ad volumes clocking in at 100.4, a whisker above the IPL 17 baseline of 100.
Top five advertising categories in IPL 18 (by ad volume share):
1. Mouth Fresheners – 12.78 per cent (up from 11.45 per cent in IPL 17)
2. Biscuits – 9.77 per cent
3. Ecom-Gaming – 6.83 per cent (down from 11.04 per cent in IPL 17)
4. Aerated Soft Drinks – 5.89 per cent
5. Corporate-Financial Institutes – 5.34 per cent
Mouth fresheners held on to their crown, showing that Indian advertisers still believe freshness sells, especially between overs. Biscuits crunched their way into the No. 2 spot, while ecom-gaming slipped a few spots—perhaps signalling ad fatigue or recalibrated spends post-pandemic highs.
What’s also notable is the diversification of the ad pie. From perfumed pitches to cooling sales strategies (think air conditioners), the IPL has cemented itself as the go-to platform for mass-market and digital-first brands alike.
As digital integration and CTV platforms begin syncing with traditional TV, IPL is morphing into a full-spectrum advertising festival. The brand blitz isn’t slowing down—if anything, it’s gearing up for a full 360-degree spin shot in IPL 19.
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.
