Tag: Parle Platina Hide & Seek

TAM Sports: IPL advertising shows strong growth as brands bet big on cricket

MUMBAI: The Indian Premier League’s 2025 season has kicked off with a veritable feast for advertisers, showing remarkably robust growth in the tournament’s commercial appeal. The first 31 matches witnessed an 8 per cent jump in advertising volumes compared to the same period last year, according to the latest report from TAM Sports.

The lucrative cricketing carnival has attracted 16 per cent more advertisers than in 2024, with the total count rising from 65+ to 75+. Even more impressive is the 23 per cent surge in brand presence, leaping from 110+ to 140+ brands jostling for eyeballs during the matches.

Gaming platforms have bowled over the competition, with e-commerce gaming emerging as the top category, commanding an 18 per cent share of advertising volumes—nearly double its 9 per cent slice from last year. Food products claimed the second spot with 11 per cent, while mouth fresheners, last year’s champion, slipped to third place with 10 per cent of the advertising pie.

Parle Products continues its dominant innings at the crease, leading the advertiser rankings with an 11 per cent share. Dream11.com’s parent company, Sporta Technologies, came in a close second with 10 per cent, while My11circle muscled its way into third place with 6 per cent of total ad volumes.

The advertising landscape has witnessed notable churn, with 23 new categories entering the fray while an equal number have been clean bowled out of this year’s tournament. Among the 96 debutant brands, Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi emerged as the top newcomers.

Food and beverage brands continue to have a ravenous appetite for cricket eyeballs, accounting for three of the top five advertising categories. Meanwhile, traditional categories like biscuits, properties/real estates, and chocolates have been relegated to the pavilion this season.

The tournament’s broad reach across both national and regional language channels has created distinct advertising patterns. While Amul Butter topped exclusive brands on Hindi and English channels, Reliance Trends claimed the spotlight on regional language broadcasts. Vimal Elaichi showed true all-round form, dominating the list of brands advertising across all language platforms.

With 28 channels broadcasting IPL matches this season—up from 24 last year—advertisers clearly believe the tournament remains cricket’s most lucrative commercial pitch.

April 21, 2025
IPL 2025 advertising volumes surge by seven per cent: 22 match scorecard from TAM Sports

MUMBAI: Advertising volumes for the Indian Premier League (IPL) have jumped by seven per cent in 2025, surpassing the previous season’s 22-match milestone. The tournament, cricket’s glitziest carnival, continues to be an advertiser’s dream with volumes climbing from 100 in IPL 17 to a whopping 107 in IPL 18, according to TAM Sports (A Division of TAM Media Research).

The league’s magnetic pull for brands remains undeniable, with the latest data showing remarkable growth across the board. IPL 2024 witnessed a two per cent growth in categories, 14 per cent rise in advertisers, and an impressive 21 per cent surge in brands – clear evidence of advertisers’ unwavering confidence in the tournament’s broad consumer reach.

Among the heavy hitters, Parle biscuits claimed the top spot across all 21 matches (barring the opening game). The top five advertisers in IPL 18 accounted for 30 per cent of overall volumes, with Parle Biscuits leading the charge while Sports Technologies and Volini Packaging maintained their strong presence in both IPL 18 and IPL 17.

Collectively, the top five categories represented more than 40 per cent of total ad volumes. Ecom-gaming and mouth freshener emerged as recurring crowd-pleasers, featuring prominently in both seasons. Notably, two of the top five categories in IPL 18 came from the food & beverages sector, with mouth freshener dominating IPL 18’s advertising landscape.

The tournament also welcomed 24 new categories and 84 new brands advertising across 22 matches compared to IPL 17. Among these fresh faces, Parle Platina Hide & Seek established itself as the leading newcomer, followed by Rajshree Silver Coated Elaichi.

With these numbers, IPL continues to prove it’s not just cricket’s biggest party – it’s also the advertising world’s most lucrative playground.

April 14, 2025
IPL18 ad-splosion – brands in a frenzy for cricket’s hottest ticket: TAM data, 13 matches

MUMBAI: The Indian Premier League (IPL) is not just a sporting event; it’s an advertising goldmine. New data (22 March to 1 April 2025) from TAM Sports indicates a massive surge in ad volumes, with IPL 18 experiencing a 112 per cent increase for the first 13 matches compared to IPL 17 (22-31 March 2024 ). The scramble for screen time is intense.

IPL 18 is attracting a wave of new players. The number of competing categories has risen by 13 per cent, and the number of advertisers has jumped by an impressive 31 per cent. Brands are clearly banking on the IPL’s broad appeal to connect with India’s passionate cricket audience.

Mouth freshener brands are currently leading the pack, commanding an 11 per cent share of ad volumes. Ecom-gaming and biscuits are also major contenders, with 10 per cent and nine per cent shares respectively.

The top five categories collectively account for over 40 per cent of all ad volumes, highlighting the fierce competition at the top. While ecom-gaming and cellular phones maintain a strong presence, the food and beverage sector is making a significant push, with two of the top five categories originating from it.
Parle Products holds the top position among advertisers, securing nine per cent of the ad share. The top five advertisers together account for 28 per cent of the total ad volumes.

IPL 18 is also marked by significant change. 23 new categories and 83 new brands have entered the advertising arena. Emerging categories include cars, ecom-auto rental services, and fashion outlets. In contrast, categories such as range of food products and chocolates are absent this season.

New brands vying for attention include Platina Hide & Seek and Campa Energy Drink. The advertising landscape is dynamic, with brands fiercely competing for visibility.

As the IPL action unfolds on the field, an equally compelling drama is playing out in the advertising world. The stakes are high, and the competition is relentless.

April 7, 2025
‘Chef vs Fridge’ returns for second season on Zee Café

Mumbai: Zee Café is set to telecast the second season of “Chef vs Fridge” on 27 March starting at 8 p.m. The show will be aired across Zee channels including Zee Zest SD and HD, Zee TV HD, Zee Marathi SD and HD, &TV SD and HD, Zee Telugu SD and HD, Zee Ganga, and streaming service Zee5.

The show has roped Parle Platina Hide & Seek as ‘co-powered by’ sponsor, Pril Instaclean and TTK Prestige as ‘kitchen’ partner, Mother Dairy as ‘nourishment’ partner and Vijay Sales as ‘gifting’ partner. “Season two will have multiple integration opportunities with access to a wider audience base,” said the statement.

“At Zee Café, we have always stayed committed to providing the unique flavours of entertainment to our various consumer cohorts,” said Zee Entertainment Enterprises Ltd chief cluster officer – North, West and premium Amit Shah. “As our consumers’ needs evolve, our aim is to provide our audience and partners with content formats that engage and entertain them with a unique value proposition.”

“After the success of our originals, ‘Dance with Me’ and ‘Chef Vs Fridge’ season one, we now intend to send the audience in yet another food coma with season two of our most loved food show,” said Zee Entertainment Enterprises Limited chief channel officer – English Rishi Parekh.

“Zee Café is providing a unique platform to the chefs to showcase their skills to the country,” said Parle Products senior category head Mayank Shah. “We are really glad to be part of the chef’s journeys throughout the show and confident that the show will garner engagement and love from the audience.”

“Chef Vs Fridge is a unique show that engages a diverse set of audience,” said Jyothy Labs Ltd MD Jyothy M R. “This strategic partnership is bound to lead ahead as we believe in the great interest and support the show will receive.”

“The show has been garnering immense love from the audience right from the first season,” said TTK Prestige EVP sales and marketing Dinesh Garg. “The exciting cook-off between contestants takes viewers on a glorious culinary journey that appeals to food connoisseurs across the country.”

“At Mother Dairy it is our constant endeavour to bring out products which are aligned to the expectations of our consumers and compliments varied consumption occasions be it celebrations, fun and family time, etc,” said Mother Dairy spokesperson. “Our association with ‘Chef Vs Fridge’ is a natural fit for us as our portfolio provides solutions to every kitchen’s needs. Viewers and consumers will witness the amalgamation of our wide variety in lip smacking dishes this time.”

The partnership between Mother Dairy and Zee has been crafted by Wavemaker India.

“Chef Vs Fridge has been a huge success since its first season and we at Vijay Sales believe in quality more than anything else,” said Vijay Sales director Nilesh Gupta. “The show is providing the best quality content to its viewers and we couldn’t be more excited to be a part of the show.”

March 26, 2022