Mumbai: Vodafone, Pepsi, Kingfisher, Volkswagen and Hero are the five top recalled brands during IPL5, as per the cricket advertising recall and effectiveness research - Day after Cricket (DAC), conducted by Ormax Media, the media research and consulting firm.

Though, Vodafone was the overall winner, the last week of IPL 5 saw Pepsi leading the recall charts, touching a score of 44 per cent on unaided recall, the highest achieved by any brand this season, the company said.

As per the research, Volkswagen and Kingfisher are the only brands which feature among the Top 10 brands in terms of both unaided recall and ad likeability.

The top three most liked ads are: Gems - Raho Umarless, Sprite - Raasta Clear Hai and Mazaa - Har Mausam Aam. Interestingly, none of these campaigns featured a celebrity.

The most recalled innovation sponsorship association recalled is Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star of the Match are at distant No. 2 and No. 3 respectively.

The top 10 most liked campaigns or promotions in IPL 5 are listed in the table below.

DAC is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The target group for the study was 15-40 years males and 15-34 years old females.