2025-04-16
Companies
Categories like paan masala spent upwards of `350 crore across TV and digital last Indian Premier League (IPL) season (around 50% of their annual budgets) with surrogate advertisements for ‘mouth fresheners’. Vishnu Packaging (Vimal Elaichi Pan Masala) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi) were among the top five advertisers during the 2024 season. Alcohol brands too, on an average, spend around 30-35% of their annual budgets during the IPL since it is peak summer season.
