New Delhi: As the FIFA World Cup 2026 continues to captivate football fans across India, another contest has been unfolding beyond the pitch—one for consumer attention. A new interim study by Synchronize India Marketing Services and Unomer has found Mahindra emerging as the most effective brand among Indian FIFA viewers during the first three weeks of the tournament, highlighting the growing importance of advertising effectiveness over sheer media visibility.
The findings are based on the companies’ proprietary SCORE Ad Effectiveness Measurement Solution, which evaluates campaign performance across key parameters including Visibility, Recall, Brand Awareness and Consumer Engagement.
The study comes as Zee Entertainment’s Sports Channels Unit8 and streaming platform ZEE5 showcases the FIFA World Cup 2026 under its long-term media rights agreement with FIFA. According to Synchronize, the interim analysis measures Visibility & Recall among FIFA viewers on Unit8 and ZEE5 during the first three weeks of the FIFA World Cup, providing advertisers with an early assessment of campaign effectiveness on the broadcaster’s television and digital platforms.
While the FIFA World Cup continues to attract millions of viewers, the report suggests that the brands creating the greatest impact are those that successfully convert audience attention into lasting consumer memory.
Mahindra leads advertiser effectiveness
According to the interim SCORE findings, Mahindra secured the highest Visibility & Recall (VR Score™) of 91, emerging as the most effective advertiser among FIFA viewers during the first three weeks of the FIFA World Cup.
Lenovo ranked second with a VR Score of 84, followed by adidas at 80. Premium whisky brands also featured prominently, with Black & White (74) and Black Dog (69) completing the top five.
The remaining positions in the Top 10 were occupied by Dove (36), Johnnie Walker (35), Girnar (35), 100 Pipers (34) and Apple (26).
Top 10 Brands by Visibility & Recall (VR Score™)
Rank Brand VR Score™
1 Mahindra 91
2 Lenovo 84
3 adidas 80
4 Black & White 74
5 Black Dog 69
6 Dove 36
7 Johnnie Walker 35
8 Girnar 35
9 100 Pipers 34
10 Apple 26
Top campaigns create clear separation
One of the key takeaways from the study is the considerable gap between the leading advertisers and the rest of the field. The Top Five brands recorded VR Scores ranging from 69 to 91, while the remaining five advertisers scored between 26 and 36, highlighting the challenge of standing out during one of the world’s most competitive advertising environments.
The rankings also underscore football’s growing appeal among advertisers, with brands from the automotive, technology, sportswear, FMCG and premium spirits categories featuring prominently in the Top 10.
Measuring impact beyond reach
Synchronize India noted that the SCORE framework has been developed to move beyond conventional media metrics by evaluating whether advertising investments generate meaningful consumer outcomes.
Rather than focusing solely on impressions or exposure, the platform measures how effectively campaigns deliver visibility, recall, brand awareness and consumer engagement among FIFA viewers. According to the company, successful brand building is no longer determined by being seen alone, but by creating campaigns that remain memorable.
More insights to follow
The current rankings represent interim findings covering the first three weeks of the FIFA World Cup 2026. Synchronize India said SCORE will continue tracking advertiser performance throughout the tournament, with upcoming brand-specific evaluation studies expected to provide deeper insights into campaign strategies, creative execution and business outcomes.
As the FIFA World Cup progresses, the company plans to publish additional analyses highlighting how leading brands are converting media investments into measurable consumer visibility, recall and long-term brand impact.
