MS Dhoni and Ranveer Singh dominate IPL ad recall: IIHB study

The Indian Institute of Human Brands (IIHB) studies advertising recall during the 2021 edition of the IPL

Apr 26, 2021 04:51:00 PM | Article | Campaign India Team Share - Share to Facebook

Dream11 is the most recalled brand that's advertising during the IPL, reveals a study conducted by the Indian Institute of Human Brands (IIHB).

The research polled 879 respondents in the age group of 18-35 years across India.

MS Dhoni who features in the Dream11 campaign tops the list of most recalled celebrities, with a CELEBAR score of 87. Dream11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous.

Dhoni is followed by Ranveer Singh, who features in ad campaigns for Jio Fiber and Justdial among others. Singh's CELEBAR score was 86. Jio Fiber's ad campaign follows Dream11's and is in second place. 

The CELEBAR tool takes into account:
  • Spontaneous recall of the brand
  • Spontaneous recall of the celebrity
  • Association between brand and celebrity together 
  • Recency of communication 
  • Media weight behind campaign
  • Solus versus multiple brands using the celebrity
Virat Kohli came in third place, with a CELEBAR score of 45. Kohli's score was based mostly on his association with MRF Tyres. His association with Blue Star scored low single digits.
Salman Khan follows with a CELEBAR score of 38 at fourth place. Rishabh Pant, Varun Dhawan and Alia Bhatt are placed at number five, six and seven respectively.
Rahul Dravid's Cred ad was was recalled by 17% of the respondents. Jackie Shroff and Kumar Sanu's ads for Cred were recalled by 2% and 1% respondents. 
The Vimal Elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled according to the report.
On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%).
Sandeep Goyal, chief mentor, IIHB said, "MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in synch with the ultra-high recall of the brands they respectively endorse. It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy." 


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