Report on Hindi News Viewership

Dhoni & Ranveer Singh most recalled celebs in IPL 2021 ads: Report

The duo topped when it came to brand ad recall, with Kohli coming a distant third.

MUMBAI: That Bollywood & Cricket reign supreme over Indians’ hearts and minds has never been doubted - in fact it’s a tie between both! In the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year both- Captain Cool Dhoni and the effervescent Ranveer Singh have come up tops with both seeming to have done equally well. This is the second consecutive year that the cricketer was at No. 1, in 2019 Shah Rukh Khan had topped the report.

The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India with the survey being conducted telephonically.  

Dream 11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist.

Jio Fiber, with multiple IPL teams featuring an ever-enthusiastic Ranveer Singh gyrating to a sing-song brand message came in second on recall in the research. This also helped the celebrity endorser to considerably strengthen his personal recall. This was in sync with the ultra-high recall of the brands they respectively endorse. It may be noted however, that on the IPL last year Byju’s being the most spontaneously recalled brand did not help the cause of its celebrity endorser. Shah Rukh Khan trailed behind other celebrities.  

The study bases the celeb score on Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. While Dhoni scored a high CELEBAR of 87, Ranveer achieved a score of 86, empirically almost equal to the former’s.

Virat Kohli, expectedly did well on recall too and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey coming in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence.

Despite featuring heavy media weights, Ajay Devgn and Shah Rukh Khan the Vimal elaichi ad had only an eight per cent recall.  

Interestingly, brands without celebrities like Phone Pe, Byju’s and several others performed far better, establishing that sans celebrities good advertising still works,  especially wherever media investments are heavy.

 On the ads without celebrities, the most remembered were Phone Pe, Byju’s, Vivo, One Plus, Groww, Upstox, Kia and MPL.

Seventeen per cent of respondents spontaneously recalled Rahul Dravid's association with CRED ad, but only two per cent could recollect that Jackie Shroff and Kumar Sanu were also a part of the campaign.  

Latest Reads
Sanfe appoints Social Beat to handle its social media marketing account

Social Beat has been appointed as the social media marketing agency for Sanfe, which is India’s women's grooming brand.

MAM Media and Advertising Digital Agencies
Myntra to host its first-ever Creator Fest on 2 December

Mumbai: Myntra is getting ready for its first-ever on-site event for creators on 2 December in Mumbai as part of its long-standing commitment to empowering the creator ecosystem. Ahead of Myntra's 17th annual "End of Reason Sale," the eagerly anticipated event "Creator Fest" will honour and...

MAM Marketing Brands
Crosshairs Communication wins Formula 11 Karting PR mandate 

Mumbai: On Wednesday, Crosshair Communications announced that it had won the PR contract for Formula 11 Karting, Next-Gen Karting. The agency will be responsible for the brand's visibility and public relations, along with media duties. In addition to this, Crosshair Communications will also handle...

MAM Marketing MAM
IAMAI appoints Rohit Jain as the new chairman 

Mumbai: The Internet and Mobile Association of India (IAMAI) has appointed Lionsgate Emerging Markets Asia MD Rohit Jain as the new chairman of their Digital Entertainment Committee for the period of 2022 to 2024. Jain will succeed ZEE5 Global head Amit Goenka. Adding to this, IVM Podcast head Amit...

MAM Marketing MAM
Ajay Kakar of Aditya Birla Capital, retires

Mumbai: Ajay Kakar, who had held the fort at Aditya Birla Capital as chief marketing officer for the last 15 years, has hung up his boots. In a LinkedIn post , Kakar has spoken about his retirement, expressed his gratitude to the Aditya Birla Capital team, and has discussed vividly about his long...

MAM Marketing MAM
Bonito Designs on boards Rishi Sharma as chief marketing officer

Mumbai: Bespoke home décor and design solutions and premium interior design company, Bonito Designs strengthening their leadership team – has brought Rishi Sharma on board as chief marketing officer. Sharma will work very closely with Bonito Designs' CEO Amit Parsuramka.

MAM Marketing MAM
Wieden+Kennedy India and Jindal Shadeed Oman collaborate for FIFA 2022

Mumbai: Wieden+Kennedy, an independent creative agency, and Jindal Shadeed Iron and Steel, a privately owned integrated steel producer in the Persian Gulf Region, collaborated to bring to life a creative platform that celebrates Omani strength and resilience through its love for football. W+K India...

MAM Marketing MAM
What makes us stand ahead of the curve is our beautifully crafted work: SoCheers’ Siddharth Devnani & Rajni Daswani

Mumbai: Short for "Social Cheers," SoCheers was born with the desire to celebrate brand stories, achievements, and people. It started back in 2013 as an end-to-end digital marketing agency, infusing creativity into ever-evolving advertising technology to enable end consumers to interact with brands...

MAM Marketing MAM
Amway India forays into skin nutrition segment with ‘Artistry Skin Nutrition’ line

Amway India has announced that it will reposition its premium skincare brand Artistry as "Visibly Healthy Beauty" by branching out into skin nutrition with the Artistry Skin Nutrition line in India.

MAM Marketing MAM