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Shah Rukh rules screens, but celeb ads lose steam in IPL 18
MUMBAI: Hindi cinema’s beloved Badshah may have remained the king of cricket screens, but the age of celebrity ads during the IPL has started to cool. According to a TAM Sports report analysing all live matches of IPL 18, the share of celebrity-endorsed commercials dipped by 13 per cent from last season, marking a strategic shift among brands embracing broader creative bets.
This year, celebrity-endorsed ads comprised 53 per cent of total ad volumes during live matches, down from 59 per cent in IPL 17. Non-celebrity-backed commercials, often grounded in concept-led or product-first storytelling, took the remaining 47 per cent slice — a six-point jump year-on-year.
Film actors led the celebrity endorsement race, accounting for 50 per cent of ad volumes, while sports personalities made up 32 per cent. In contrast, film actresses featured in just 18 per cent of celebrity-led ads, and TV actors barely registered at 0.16 per cent.
Despite the overall dip, Shah Rukh Khan continued to reign, claiming eight per cent of all celebrity ad volume share in IPL 18 — a solid, if slightly faded, follow-up to his 13 per cent haul from IPL 17. He was trailed by Ananya Panday (seven per cent), Laksh Lalwani (six per cent), and sporting stalwarts like M.S. Dhoni (five per cent) and Ajay Devgn (five per cent).
Among sports celebrities, M.S. Dhoni once again led the charge with a 17.3 per cent share, followed by Rohit Sharma (13.6 per cent), Suryakumar Yadav (9.5 per cent), Yashasvi Jaiswal (6.4 per cent), and Mohammed Siraj (6.4 per cent). Notably, IPL 18 saw fewer overall and sports celebrities endorsing brands — dropping from 75+ and 35+ in IPL 17 to 60+ and 15+ respectively.
The food and beverage (F&B) segment proved irresistible for celebrity endorsements. Two of the top five ad categories belonged to F&B: pan masala and biscuits. The other three categories that dominated celebrity tie-ins were e-commerce gaming, financial institutions, and paints. Collectively, these top five segments accounted for 67 per cent of all celeb-endorsed ad volumes.
Among advertisers, Sporta Technologies, Parle Biscuits, Vishnu Packaging, Playgames24x7, and RSH Global took the lion’s share, collectively clocking 53 per cent of all celebrity-backed ad space.
As brands rethink ROI in a cluttered media landscape, the 2025 IPL season shows a noticeable shift toward diversified and cost-conscious strategies — with star power still potent but not quite the only currency.
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.
