Parle Biscuits Leads Brand Visibility During IPL 2025: Tops Charts in First 57 Matches

The Indian Premier League (IPL) continues to be the most valuable advertising stage in the country—and this season, Parle Biscuits has emerged as the most visible brand during the first 57 matches of IPL 18, according to a report by TAM Sports.

The biscuit giant’s sustained marketing presence and high-frequency ad placements have placed it at the forefront of audience recall, outperforming several FMCG, tech, and fintech contenders in one of the most competitive advertising seasons of the year.

TAM Sports Report: Key Findings

TAM Sports, the analytics arm known for tracking ad volumes and brand visibility during televised events, revealed that Parle Biscuits ranked No. 1 in brand presence across ad volumes during the IPL 18 broadcast window between match 1 and match 57.

Highlights from the report:

• Parle dominated TV ad share during peak match hours

• The brand was seen in almost every match across major time slots

• Creative messaging was consistent across both regional and national feeds

• Ad spots were spread across strategic overs (powerplay, death overs)

These placements ensured maximum impact and repetition, key to brand reinforcement in high-intensity sporting events.

A Winning Strategy from Parle

Parle’s IPL 18 campaign capitalized on:

• Short, snackable ad formats that matched the tempo of the game

• Regional language variations to appeal to local viewership

• Emotion-led creatives built around nostalgia and everyday snacking

• Positioning biscuits as the go-to companion for match-watching moments

The brand’s visibility wasn’t just about frequency—it was a well-thought-out media planning play that aimed to build emotional resonance and top-of-mind recall among a wide demographic.

Why IPL Advertising Matters

The IPL is more than just cricket—it’s a high-stakes marketing battlefield. With millions of viewers tuning in across TV and OTT platforms, it offers:

• Pan-India reach across urban and rural segments

• Multi-language exposure

• Emotionally charged context for brands to connect with consumers

• Massive viewership during prime-time ad slots

This makes it the perfect opportunity for brands like Parle to reinforce identity, launch new variants, or build loyalty at scale.

Competitive Landscape

While Parle led the visibility charts, other key players also made their mark:

• Hindustan Unilever with consistent appearances across multiple product categories

• Dream11 and other fantasy sports platforms leveraging their synergy with cricket

• Edtech and fintech brands targeting younger, digital-savvy viewers

• Beverage and snack companies competing for eyeballs during high-engagement match moments

However, it was Parle’s blend of mass appeal, high-volume placement, and effective messaging that pushed it to the top.

A Brand Synonymous with Cricket Snacking

Parle has long positioned its biscuits, especially Parle-G and Monaco, as family-friendly and culturally ingrained snacks. By associating its products with cricket—India’s favorite sport—the brand taps into:

• Shared consumption occasions (watching cricket with family or friends)

• Affordable indulgence for all economic segments

• Heritage-based trust across generations

This synergy between product experience and brand storytelling played out seamlessly during IPL 18’s ongoing matches.

Integrated Promotions Beyond TV

Parle’s visibility wasn’t limited to just traditional ad spots. The brand also leveraged:

• On-ground branding at stadiums

• Social media engagement using IPL-themed creatives

• In-app tie-ins and contests with food delivery platforms

• Cricket-themed packaging in retail outlets

Such multi-channel integration enhanced recall and kept the brand active across both digital and physical consumer touchpoints.

The Power of Consistency

One of Parle’s greatest strengths has been brand consistency across decades. Unlike trend-driven campaigns, the brand focuses on:

• Building long-term salience

• Reinforcing a value-for-money proposition

• Keeping messaging relatable and simple

Its IPL strategy is a continuation of that philosophy—consistent, omnipresent, and effective.

What This Means for Future IPL Advertising

With IPL continuing to draw premium advertising spend and diversified brand participation each year, Parle’s performance sends a clear signal:

• Consistency, emotional appeal, and smart placement still drive the best results

• High-volume visibility can yield greater long-term brand recall than flashier, short-term stunts

• Brands that align with consumer behavior during matches (like snacking) have an organic advantage

As the tournament progresses, and final matches draw closer, other brands may intensify their push—but Parle’s early lead has already made a significant impact.

Final Thoughts

In a high-decibel environment like the IPL, standing out is no small feat. Parle Biscuits, through strategic ad planning, consumer insight, and well-aligned storytelling, has shown how a heritage brand can stay culturally relevant and commercially competitive.