News Headline
Sponsorships yielding better results during IPL – CrispInsight’s eDART-IPL24 study
MUMBAI: A new research report has revealed that throwing cash at just traditional TV spots during the IPL might not be the most effective way to go if an advertiser wants to hop onto this high impact property.
The eye-opening study from CrispInsight’s eDART-IPL24, in partnership with Kadence International, suggests brands would be better off plumping for sponsorships and stadium branding rather than just splurging on conventional commercials alone without any connect with what’s going on in the game or or in the studio.
“Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL,” declared CrispInsight founder Ritesh Ghosal, who’s clearly not one to mince words.
Despite over 100 brands scrapping for eyeballs during last year’s tournament, only a handful – Jio, Tata Group, Slice, BKT, and Paytm – aced it with top-of-mind recall. The kicker? None relied on just traditional telly commercials to make their mark.
The report exposed a gaping disconnect between GRP (gross rating points) spend and actual brand recall. While Dream11 led the pack with a 37.7 per cent recall from 1,730 GRPs, some big spenders found themselves caught behind – gutka brand Vimal splashed out on 3,016 GRPs but limped home with a measly 2.4 per cent recall.
“IPL is one of the most competitive advertising platforms,” noted Aman Makkar of Kadence International. “Standing out requires more than just high ad spends.”
With IPL ad rates now requiring the GDP of a small nation, savvy marketers are discovering that non-FCT strategies – team sponsorships, on-screen placements, and stadium branding – keep brands in the spotlight long after the commercials fade to black.
As the 2025 season looms large, the message is crystal clear: it’s not about how much money you throw at the IPL – it’s about where you pitch it.
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.
