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2025-03-21

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Corridor of uncertainty: Crackdown on surrogate advertising during IPL

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.