IPL 2025 ads soar in spend but fade fast: why star power isn’t enough

IPL 2025 advertising broke records in spending and star power but struggled to leave a lasting impression on viewers.

The tournament kicked off with Dream11’s campaign, widely regarded as one of the best and most expensive ads of the season, featuring Bollywood icons Aamir Khan and Ranbir Kapoor alongside cricket legends.

"Dream11's campaign featured Aamir Khan, Ranbir Kapoor and a galaxy of celebrities and cricket stars, setting the tone for the tournament and its rivalries."

Despite this, many ads, including those starring cricket greats Rohit Sharma and MS Dhoni, failed to resonate. Sharma’s spot on financial planning and Dhoni’s promotion of a tile adhesive had star appeal and brand relevance but left audiences confused rather than convinced.

"Take the much-discussed spot featuring Rohit Sharma talking about financial planning, or MS Dhoni promoting a tile adhesive. Both had star power and brand fit, yet the creative left viewers more puzzled than persuaded."

This disconnect suggests that while celebrity endorsements can attract attention, they do not guarantee memorability or effectiveness. The fleeting impact of these ads raises questions about creative strategy in leveraging star power.

"Despite record-breaking viewership and soaring ad spends, most ads aired during IPL 2025 may have already faded from public memory."

Advertisers may need to rethink how they combine star appeal with compelling storytelling to create campaigns that endure beyond the initial buzz of the IPL season.

IPL 2025 saw record ad spending and star-studded campaigns, including Dream11’s high-profile launch featuring Aamir Khan and Ranbir Kapoor. However, despite celebrity endorsements from cricket stars like Rohit Sharma and MS Dhoni, many ads quickly faded from public memory, highlighting that star power alone may not guarantee lasting impact.