Brand Journal
IPL Is Not a Sponsorship. It Is Where Indian FMCG Brands Buy National Legitimacy in Six Weeks.
Campa Cola used IPL 2025 to go from a regional nostalgia play to a genuinely national brand. Zepto, Dream11, and Tata AIA did the same thing for different reasons. What makes IPL different from every other media property in India is what it delivers that nothing else can: simultaneous attention from every tier of the Indian consumer market.