Ormax Media’s latest Trac20: Ad & Sponsorship Effectiveness Research has identified Tata Sierra, Cadbury Dairy Milk, Tata AIG, Rapido, Google AI Mode and Wonder Cement as the highest-impact advertising campaigns of IPL 2026, based on an evaluation of 54 associated brands.
The study draws on 15,000 online interviews – 7,500 before the season and 7,500 after – with each brand assessed among 300–500 consumers across metros, mini-metros and small towns in both phases.
Tata Sierra’s campaign combined title sponsorship with in-stadium visibility, commentary mentions, its role as the final’s official trophy car, and its “Escape Mediocre” messaging. Cadbury Dairy Milk built impact through its “Khaas Seat” initiative, while Tata AIG integrated its “Fan Box” activation directly into live broadcasts. Rapido, an official broadcast sponsor on JioHotstar and Star Sports, paired its “First Ride Free” offer with strong on-air presence. Google AI Mode drove relevance through contextual cricket integrations and commentator mentions, while Wonder Cement combined its Official Umpire Partner status with in-match branding, DRS-linked engagement and its “Farq Nazar Aayega” campaign.
Keerat Grewal, Head of Business Development at Ormax Media, said the research shows scale alone doesn’t drive impact – the six top campaigns succeeded through clear messaging, contextual relevance and consistent reinforcement across touchpoints, despite taking distinctly different creative approaches.
The report also benchmarks sponsorship formats – from title deals to in-match branding and commentary integration – giving brands a data-backed guide for future cricket marketing investments beyond the IPL.
