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IPL 18 breaks ad records as brands go full throttle on cricket’s biggest stage
MUMBAI: India’s favourite cricket carnival isn’t just smashing sixes on the field—it’s delivering knockout punches off it too. According to TAM Sports’ latest “Commercial Advertising Report” for IPL Season 18, ad volumes soared 10.5 per cent over last season, with brands and advertisers pouring into the league like never before.
Average ad volume per channel per match nudged up by 0.5 per cent, but the real action was in the format. Blink and you’d miss it: sub-10 second spots were the most preferred ad length in IPL 18, overtaking the 11–20 second bracket that ruled in IPL 17. Short and sharp is clearly in.
IPL 18 introduced over 25 fresh ad categories to the mix—including properties/real estate, branded jewellery, and cellular services—while more than 25 from IPL 17 vanished from the screen (goodbye chocolates and cement).
The number of advertisers and brands jumped 30 per cent and 29 per cent respectively. Parle Biscuits took the top spot among advertisers (8 per cent share), while Vimal Elaichi chewed up the charts as the most advertised brand.
Food & beverages led sectoral spends with 36 per cent share, followed by services (23 per cent) and auto (nine per cent). Mouth fresheners remained a favourite, topping both IPL 17 and 18, with ecom-gaming holding steady in third place.
A total of 186 brands advertised across both regional and national (Hindi + English) sports channels, with Vimal Elaichi emerging as the MVP across language segments. Meanwhile, the likes of Amul and Puravankara focused on national visibility, while brands like Walkmate and Maliban stuck to regional turf.
The final match of IPL 18 clocked the highest ad volume growth compared to its IPL 17 counterpart, proving once again that cricket’s climax is prime time for marketers.
As IPL continues to evolve from sport to spectacle, it’s clear advertisers are no longer playing it safe—they’re playing to win, and in ever shorter bursts.
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.
