Non-FCT Strategies: Strong Alternatives to Traditional IPL Ads

As IPL 2025 is only 9 days away, the Crisp Insight eDART-IPL24 report, in collaboration with Kadence International, provides important insights into IPL ad effectiveness, refuting the myth that greater ad spends guarantee enhanced brand recall.

The research finds that among over 100 brands advertising during IPL 2024, only a few were successful in breaking through the clutter to get spontaneously recalled by consumers.

The study found that the most remembered brands like Jio, Tata Group, Slice, BKT, and Paytm obtained high brand visibility without using conventional advertisements.

“Their strong recall underscores the growing impact of non-FCT (non-traditional advertising) strategies such as team sponsorships, stadium branding, segment sponsorships and TV screen placements,” the report mentioned.

"Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL," said Ritesh Ghosal, Founder at CrispInsight. "Jio, Tata Group, and Paytm’s strong recall without conventional ads reinforces that visibility-driven strategies are critical to maximising impact. Brands must rethink their IPL marketing approach and balance traditional advertising with smarter, recall-focused placements."

Aman Makkar, Kadence International, emphasised the need for brands to adapt to changing consumer behavior. "IPL is one of the most competitive advertising platforms, and with numerous brands vying for attention, standing out requires more than just high ad spends. Strategic sponsorships, in-stadium branding, and seamless brand integration within the event ecosystem are proving to be equally—if not more—effective in driving recall and engagement."

The report drew a contrast between GRP spend and actual brand recall. Dream11, spending 1,730 GRPs, turned out to be the strongest advertiser, with a 37.7% recall, indicating the power of an effective advertising and sponsorship campaign. In like manner, My11Circle, spending less at 634 GRPs, got a 14% recall, highlighting the need for strategic messaging, creative execution, and brand integration with IPL.

In contrast, brands with heavy ad investments struggled to achieve significant recall. Vimal (3,016 GRPs) recorded just 2.4% recall, Parle (2,615 GRPs) saw 4.1%, and Kamla Pasand (1,902 GRPs) achieved only 4.2%. This highlights that ad volume alone doesn't guarantee impact—strategic placement and audience engagement are crucial for success.

As IPL advertisement prices keep increasing year by year, the research focuses on how much a brand pays not being the only determining factor in IPL marketing success, as it is also important how wisely a brand deploys its budget. The study finds that non-FCT initiatives like team sponsorships, screen placements, and stadium branding are becoming extremely effective substitutes for regular advertisements with long-term visibility throughout the tournament.