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Pitch perfect ads depend on playbook of who’s watching, not just how many
MUMBAI: It’s not just sixes and wickets grabbing attention this IPL season brands are battling it out on screen too. But as the latest findings from the eDART-IPL25 study reveal, when it comes to scoring with audiences, it’s the messaging not just the media buy that makes all the difference.
Now in its third week, the ongoing research initiative by CrispInsight and Kadence International has surveyed over 20,000 IPL viewers across 60 plus cities. The insights show a compelling demographic divide in brand recall, indicating that different audience segments are tuning into very different cues even during the same match.
Women viewers, often overlooked in traditional sports marketing strategies, are proving to be strong recall drivers in everyday categories. Seventeen per cent of women respondents remembered food and snack brands, while 6 per cent recalled two-wheeler ads and 3 per cent remembered personal care categories.
By contrast, men gravitated more toward traditionally male-skewed IPL categories, with 21per cent recalling automobile ads, 48 per cent fantasy sports, 16 per cent tyres, and 6 per cent financial services.
Age also played a starring role. Viewers aged 15–19 years were highly responsive to fantasy sports (39 per cent) and beverage brands (23 per cent), whereas those aged 45 plus showed stronger recall for banking (29 per cent), liquor (21 per cent), and e-commerce (18 per cent). The study’s Day-After Recall (DAR) method tracked which ads actually stuck with viewers, and the results reveal a powerful insight: relevance trumps repetition.
This isn’t just about what’s shown during the match, it’s about what resonates with the audience on a deeper level. Advertisers often focus on visibility, but what truly drives recall is the alignment between a brand’s message and the values, preferences, and lifestyle of the viewer. Our study shows that when brands engage with women or youth-focused categories, even in traditionally underrepresented sectors, they have the potential to create a lasting connection,” said a spokesperson from CrispInsight. “In this competitive ad space, it’s not just the volume of ads that matters, but how well those ads connect with specific audiences.”
Women are an underleveraged audience in sports marketing,” added Kadence International partner at Aman Makkar. “Brands in categories like snacks, wellness, and mobility should seize this opportunity. A more inclusive approach to IPL advertising could drive meaningful engagement across a broader demographic.”
Even among the same telecast, brand impressions vary drastically across demographics. Categories like fantasy sports and automobiles benefit from sheer visibility. But sectors such as food, mobility, and wellness often punch above their weight when the storytelling clicks particularly with women and Gen Z viewers.
As the league intensifies, the eDART-IPL25 study reminds advertisers that winning hearts isn’t about shouting the loudest, but about speaking the most clearly to the right audience. And in the world’s most-watched cricket carnival, that might just be the winning formula.
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.
