Mumbai: In the high-stakes arena of IPL 2025 advertising, celebrity power continues to reign supreme. The latest Celebrity Endorsement Report from TAM Sports, analyzing data till Match 37 of the 18th Indian Premier League season, reveals a compelling shift in brand strategies: fewer celebrities, more focused endorsements, and an increasing reliance on entertainment and sports personalities to capture consumer attention.
According to the report, celebrity-endorsed advertisements accounted for 61% of the total ad volume, matching last season’s share. However, total ad volume in this segment grew by 2%, indicating deeper investment in celebrity-led campaigns.
Youth Icons Rise, Legacy Stars Endure
The biggest surprise of IPL 18’s endorsement scene is Ananya Panday, who emerged as the most visible celebrity during this season’s matches. She dethroned veteran Shahrukh Khan, who had topped the charts in IPL 17 but maintained a strong presence this year too.
Meanwhile, cricket legend M S Dhoni continued his dominance among sports celebrities. He led the pack with a 15% share of total sports celebrity ad volumes, further cementing his appeal across age groups and regions.
Focused Brand Investment, Fewer Faces
Interestingly, the number of unique celebrity endorsers decreased in IPL 18 — from over 65 last year to about 45. A similar drop was observed among sports celebrities, from 25+ to 15+. Analysts suggest that advertisers are consolidating their budgets behind a few high-impact celebrities instead of diluting campaigns with multiple faces.
“This shift reflects a strategic tightening in celebrity endorsement selection. Brands are going deeper with select personalities who resonate with their target demographics, rather than broader but shallower visibility,” said a senior media planner from a leading agency.
Top Endorsers: Familiar and Fresh Faces
Top Five Celebrity Endorsers – IPL 2025 (by Ad Volume Share):
- Ananya Panday – 9%
- Laksh Lalwani – 8%
- Shahrukh Khan – 7%
- M S Dhoni – 5%
- Salman Khan – 5%
The presence of Laksh Lalwani, a relatively new entrant, and the continued reign of cinema stalwarts like Shahrukh and Salman Khan highlight a dual-pronged strategy by advertisers—appealing to both younger and established audiences.
Gaming, FMCG Lead the Ad Spend
The report points to a surge in ad volumes from e-commerce (gaming) and food & beverage brands. Two out of the top five advertised categories belonged to the F&B sector, including biscuits and pan masala, while gaming companies such as Dream11 and Playgames 24*7 dominated advertiser rankings.
Top Endorsed Categories:
- E-commerce – Gaming
- Biscuits
- Pan Masala
- Paints
- Face Wash
Top Advertisers (by Celebrity Ad Volume):
- Sporta Technologies (Dream11)
- Playgames 24*7
- Parle Biscuits
- Vishnu Packaging
- K P Pan Foods
Gaming companies’ dominance correlates with IPL’s increasingly digital-savvy viewership, offering a natural fit for fantasy platforms and online gaming brands.
Evolving Role of Sports Personalities
Among the sports celebrities, newer cricketing stars like Yashasvi Jaiswal, Rinku Singh, and Ruturaj Gaikwad made significant ad volume contributions. This trend showcases brands’ agility in riding on the current form and buzz around emerging talent.
Yet, veteran cricketers like Dhoni remain a consistent draw, with broader, pan-India appeal. Compared to IPL 17, where players like Virender Sehwag and Hardik Pandya were in the top five, the shift to younger players in IPL 18 hints at dynamic endorsements driven by real-time performance and popularity.
A Balanced Equation
Despite the entry of newer faces and product categories, the overall ratio of celebrity to non-celebrity advertising stayed steady at 61:39. This balance suggests a matured advertising ecosystem where both forms of outreach are carefully calibrated based on budget, brand positioning, and audience reach.
IPL 2025 has once again proven to be more than just a cricketing carnival—it’s a mega marketing battlefield. The TAM Sports report reveals how brands are evolving from blanket celebrity endorsements to sharper, ROI-driven investments.
Whether it’s the rise of Ananya Panday, the enduring brand strength of Dhoni, or the increased traction in the gaming sector, the report signals a shift toward precision marketing through iconic faces. As the tournament progresses, industry watchers will be keen to see how these trends evolve in the remaining matches of the IPL.
