Advertising Opinion
Abhishek Jain
Jun 12, 2025

From overs to overkill: IPL ads hit saturation point

As IPL morphs from cricket league to culture machine, Virtue Asia’s business director advises brands to trade tired TVCs for culture-driving IPs—or risk irrelevance.

With over 57.8 crore viewers tuning in during the first innings of the Tata IPL 2025 finals, IPL has emerged as the ultimate entertainment event in India. (Image source: BCCI)

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