SRK and Dhoni dominate in IPL 2025 ads as celebrity appearances fall 13%: TAM

IPL 2025 Advertising: SRK and Dhoni Dominate Even as Celebrity Endorsements Drop

The Indian Premier League (IPL) 2025 has once again proven to be a powerful platform for advertisers, but this season brought a notable shift in how brands used celebrity power during TV broadcasts. According to the latest IPL 18 Celebrity Endorsement Report by TAM Sports, commercials featuring celebrities declined by 13% compared to IPL 17, reflecting a major pivot in marketing strategies during the 18th season.

Fewer Celebrity Ads, More Strategic Endorsements

Traditionally, IPL advertisements have leaned heavily on stardom to attract viewer attention. However, in IPL 2025, the ratio of celebrity to non-celebrity adverts changed significantly, moving from 59:41 in IPL 17 to a more balanced 53:47 across the 74 live matches aired on 28 channels. This change is based on the amount of television advertising time dedicated to each kind of ad, showing a measurable shift in brand tactics.

Film actors remained the top choice for endorsements, accounting for half of all celebrity-driven ad volumes. Sports personalities, led by the ever-popular M.S. Dhoni, held 32%. Combined, these two groups dominated a substantial 80% of all celebrity endorsements during the 2025 season. Notably, Bollywood icon Shahrukh Khan topped the endorsement charts with an 8% share, maintaining his crown for the second year running. M.S. Dhoni, a mainstay among the top five sports endorsers, kept the cricketing world’s appeal high, even as the overall number of celebrity endorsers declined from more than 35 last year to fewer in 2025.

Rising Brands and Changing Categories

While celebrity-driven ad volumes saw a dip, overall IPL advertising reached new heights. The 2025 season recorded increases in both ad volumes and brand participation. The number of unique advertisers rose by 15%, and brands grew by 20%, highlighting growing interest and competition among marketers during cricket’s biggest spectacle. This points to brands leveraging the IPL platform with more brands per advertiser, introducing a fresh mix of campaigns and creative directions.

Certain categories leaned even more into star endorsements. E-commerce gaming and pan masala were the leading sectors leveraging celebrities, followed by biscuits, finance, and paints. Taken together, these five categories made up 67% of all celebrity-endorsed ad volumes. Major players like Sporta Technologies, Parle Biscuits, and Vishnu Packaging led the advertiser tally, collectively managing 53% of the share among 40+ active brands during IPL 18.

New categories also made their debut. According to reports, over 25 new ad segments were seen in this season, with Properties/Real Estate and Cellular Phone Services emerging as growing advertising domains. Food and beverage segments—particularly biscuits and pan masala—continued to rely heavily on celeb power to capture wider audiences.

SRK and Dhoni Set the Standard

Shahrukh Khan and M.S. Dhoni remain the undisputed leaders of on-screen influence, shaping how brands communicate with millions during IPL. SRK’s enduring charm earned him the largest share of celebrity ad volumes, while Dhoni, associated with multiple major brands, reinforced the relevance of sports icons in television campaigns. These high-impact celebrities help brands transcend mere product placements, creating stronger consumer recall and loyalty.

Brands Shift Focus to Cultural Impact

With more brands crowding the IPL platform, the competition for consumer mindshare is fiercer than ever. As witnessed by Joy Personal Care’s ongoing tie-in with Kolkata Knight Riders, campaigns are now moving beyond traditional visibility to foster cultural conversations. Marketers see IPL not just as a sporting event, but as a social phenomenon that allows them to drive emotional connections and spark dialogue on broader themes, increasing both brand resonance and societal impact.

The Bigger Picture

Despite a decrease in celebrity endorsements, IPL’s ad landscape continues to thrive, with volumes increasing by as much as 10.5% over last year. Experts believe the ongoing evolution is a response to changing audience preferences and the need to stand out amid crowded commercial breaks. The IPL remains the premier cricketing and marketing event in India, capable of not only launching brands but shaping the nation’s advertising strategies in real time.

For fans and brands alike, the mix of Bollywood dazzle and cricketing grit offered by SRK and Dhoni is still unbeatable, even as a new era of IPL advertising creativity begins.

Learn more about these developments at Economic Times – IPL 2025 TV ad volumes up 12%, Brand Equity coverage on soaring ad volumes, or explore current ad trends at Exchange4media and BW Marketing World’s perspective on brand battles in IPL 2025.