IPL 2025 ads give FMCG brands a measurable sales lift: JioStar study

MUMBAI: Advertising during the Tata IPL 2025 delivered hard sales, not just eyeballs, according to a new JioStar-backed study that puts numbers to cricket’s commercial muscle.

The analysis, conducted by US-based Aintu Inc, tracked offline sales across more than 4,400 retail stores, covering 40-plus brands in 15 FMCG categories. Brands that advertised on JioStar during the tournament posted an average 5.7 per cent uplift in sales value, with gains recorded in both volume and revenue.

The biggest winners were those that spread their bets. Advertisers running campaigns across television and digital screens clocked a 6.3 per cent uplift, compared with 5.3 per cent for single-screen activity. Heavy spend also paid off: brands investing over Rs 10 crore saw an 8.4 per cent sales jump, nearly double the 4.9 per cent uplift delivered by lighter budgets.

Format mattered too. Campaigns combining video and display advertising generated a 7.2 per cent uplift, comfortably ahead of 5.5 per cent for video-only efforts — a reminder that creative mix, not just airtime, drives returns.

“Sports is no longer just about reach. It is about impact,” said JioStar head of sports sales Aakash Govindan. “Brands that partnered with us during IPL 2025 turned mass attention into measurable business outcomes.”

Parle Products vice-president Mayank Shah, said the tournament created a perfect storm of emotion and consumption. “From wafers to Marie, the season converted cultural excitement into real movement in brand preference and sales,” he said.

Hamilton Sciences managing director Saurabh Gupta, which advertised its Denver brand during the IPL, called the results “proof that sports-led advertising shifts behaviour, not just awareness”.