IPL 2025 Advertising Trends: SRK and Dhoni Steal the Spotlight as Celebrity Endorsements Decline

Introduction: A Changing Game in IPL Advertising

The Indian Premier League (IPL) is more than just cricket—it’s an advertising juggernaut. Every year, brands line up to tap into the unmatched engagement IPL delivers, especially during the prime-time broadcast window. However, IPL 2025 has proven to be a surprising chapter in this marketing saga. A new shift in strategy has taken center stage, where familiar faces like Shah Rukh Khan and MS Dhoni are still ruling screens, but overall celebrity endorsement spots have seen a notable decline.

The TAM (Television Audience Measurement) report has revealed compelling statistics that highlight a 13% drop in celebrity-led advertisements during this IPL season. Despite this decline, key figures like SRK and Dhoni have continued to hold their ground, emerging as high-performing brand ambassadors.

Ad Landscape in IPL 2025: Fewer Faces, Sharper Focus

The decline in celebrity spots may appear counterintuitive for a high-glamour event like IPL, but the numbers tell a story of refined strategy. According to TAM, IPL 2025 featured a 13% reduction in the number of advertisements involving celebrities compared to IPL 2024. In practical terms, this means that while brands are still investing in top-tier talent, they’re becoming increasingly selective about which celebrities they choose to associate with.

This suggests that rather than opting for sheer volume, advertisers are focusing on return on investment (ROI), alignment of brand values, and audience resonance. Celebrities like Shah Rukh Khan and MS Dhoni, with their enduring popularity and widespread appeal, provide the perfect bridge between brand messaging and audience sentiment.

SRK and MS Dhoni: The Enduring Titans of Indian Advertising

Despite the broader decline in celebrity participation, Shah Rukh Khan and MS Dhoni have emerged as the standout endorsers in IPL 2025. Both icons have long-established relationships with audiences across the country, making them powerful vehicles for storytelling and trust-building.

Shah Rukh Khan: Bollywood’s King Continues His Brand Magic

Shah Rukh Khan’s partnership with brands like JioCinema and CEAT Tyres has stood out in this IPL season. His association with JioCinema was especially strategic, as the streaming platform looked to consolidate its digital dominance in cricket broadcasting. His charm, credibility, and multi-generational fan base made him a perfect choice.

For CEAT Tyres, a brand that already enjoys a strong connection with cricket through its association with players and the sport itself, SRK’s endorsement further cemented its status as a cricketing staple.

MS Dhoni: The Face of Trust and Consistency

MS Dhoni continues to be a powerhouse in the world of endorsements. In IPL 2025, his face graced advertisements for brands like Dream11, Oreo, and Go Digit. Known for his calm demeanor, strategic thinking, and legendary status in Indian cricket, Dhoni represents values of reliability and performance—attributes that brands love to associate with.

Interestingly, despite retiring from international cricket, Dhoni’s presence in IPL—and in brand endorsements—has remained strong. This consistency has helped him sustain his stature as a top advertising magnet, even as younger cricketers rise through the ranks.

Decline in Celebrity Spots: The Strategic Shift Behind the Numbers

A 13% drop in celebrity ad spots is not just a statistical footnote—it signals a larger evolution in the way brands perceive influencer marketing. Several factors may have contributed to this trend:

1. ROI-Driven Endorsements

Brands are now more data-driven than ever. Rather than banking on star power alone, marketers are closely tracking how much engagement and conversion each celebrity campaign brings. If a celebrity doesn’t move the needle significantly in terms of reach or revenue, marketers are choosing to reallocate their budgets.

2. Rise of Brand Storytelling Over Glamour

Audiences today are more discerning. Flashy celebrity ads may draw initial attention, but they don’t always guarantee lasting brand connection. More and more brands are opting for narrative-driven storytelling, product-focused content, and influencer marketing to create meaningful impact.

3. Budget Reallocation Toward Digital

A substantial chunk of IPL viewership has migrated to digital platforms. With that shift, brands are focusing on performance marketing, programmatic ads, and influencer collaborations that may not require mainstream celebrities. This also allows for more customized regional campaigns and measurable ROI.

4. Oversaturation and Celebrity Fatigue

Another possible reason is the fatigue factor. When multiple celebrities endorse multiple products during a high-octane season like IPL, viewers may begin to tune out. In such cases, less is more—and only the strongest personal brands, like SRK and Dhoni, can cut through the clutter.

Emerging Advertising Strategies: What’s Filling the Celebrity Gap?

With fewer celebrities on screen, what are advertisers turning to instead?

a. Animated Mascots and Creative Visuals

Brands like CRED and Zomato have invested in animated campaigns or high-concept visuals that captivate audiences without celebrity dependency.

b. User-Generated and Influencer Content

Micro and nano-influencers have stepped in where celebrities have stepped back. Their authenticity and grassroots-level engagement are being seen as valuable assets, especially for brands targeting younger demographics.

c. Performance-Based Digital Ads

With platforms like JioCinema offering ad personalization and real-time analytics, advertisers are heavily investing in targeted digital campaigns that focus on performance rather than mass visibility.

What This Means for the Future of IPL Advertising

IPL 2025 marks a pivotal point in the evolution of sports marketing in India. Brands are becoming smarter, more intentional, and less reliant on traditional glamour. This doesn’t mean celebrity culture is waning entirely—but it does mean that only those with exceptional audience connection and brand synergy will continue to thrive.

Lessons for Brands and Marketers:

• Choose wisely: Pick celebrities whose personas align deeply with the brand’s values and target audience.

• Think beyond faces: Consider the power of creative storytelling, community engagement, and influencer strategy.

• Measure everything: ROI will be the ultimate filter for all advertising decisions in future IPL seasons.

Conclusion: IPL 2025 Ushers in a New Era of Focused Advertising

IPL 2025 has proven that Indian advertisers are evolving. Gone are the days of blanket celebrity endorsements without accountability. With SRK and Dhoni standing tall as trusted figures and a broader shift toward content-driven and digital-first strategies, this season has laid the foundation for a new era of cricket advertising.