Despite the instructions from the Ministry of Health to the IPL Ruling Committee in March, all tobacco and alcohol-related advertising, including proxy advertising, were prohibited in stadiums where competitions and related events were held and during television broadcasts by national television stations.
According to TAM Data, these oral fresheners are considered agents of the PAN MASALA brand, with the largest share of TV advertising so far during the IPL this year, followed by cookies and e-commerce. Last year, these products contributed 10% to TV advertising during the IPL period, second only to e-commerce and food.
“This is the focus of the broadcaster because the advertising is on TV, not the IPL Council,” IPL Chairman Arun Dumal said in response to ET’s inquiry.
Broadcaster Jiostar declined to comment.
During the IPL, brands that were outstanding in TV advertising included Rajshri Silver Coated Elaichi, Vimal Elaichi and Kamla Pasand. ET was unable to contact them for comment. Professionals at the media buying company estimate that the total TV advertising spending for such brands during this IPL season compared to £3.5 billion last year. Government officials told ET on Saturday that they will write to IPL Gorverning Council again on this issue.
On March 5, more than two weeks before the start of the IPL season, Director-General of Health Services Atul Goel wrote to Dumal that the IPL “should strictly enforce regulations on prohibiting all forms of tobacco/alcohol advertising.”
“IPL is the most watched sporting event in India and promoting tobacco/alcohol directly or indirectly on any platform related to sports will send conflicting messages about health and fitness to the public.”
According to TAM Sports data, there were more advertising categories in IPL’s first 22 games compared to last year’s games. During the T20 league, as many as 84 new brands made their debut.
“In IPL 18, the oral freshener category dominated the total advertising volume,” Tam Sports said. The data convened the Vishnu package, which sold Vimal Elaichi, the top five advertisers.
Famous Bollywood actors who recognize Vimal Elaichi include Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
According to a report by research firm Media Partners Asia (MPA), consolidated advertising revenue for IPL (TV and digital) may increase by 50% this year from last season and 50% from last season.
