IPL 2021 Advertisements: Chennai Super Kings (CSK) skipper MS Dhoni is on a roll this season. After suffering a defeat in the first match against Delhi Capitals, CSK are on a four-match winning streak. Besides a good show on the field, Dhoni is also shining bright on the endorsement charts of this season. As per a report by Indian Institute of Human Brands (IIHB), Dhoni along with Ranveer Singh were the most recalled brand ambassadors for IPL 2021.
Dream11 was the most spontaneously recalled brand in this year’s IIHB survey, which possibly buoyed MS Dhoni’s recall as a celeb. He had a CELEBAR score of 87%, up from 82% last IPL. “His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year,” read the report.
IPL 2021 Advertisements: Virat Kohli sees dip, Rahul Dravid CRED ad shines
Royal Challengers Bangalore captain Virat Kohli saw a fall in rankings with a CELEBAR score of 45. He gained mostly from his association with MRF tyres.
Meanwhile, former Indian batter Rahul Dravid saw a rise, courtesy of his CRED ad. Seventeen per cent of respondents spontaneously recalled Dravid’s association with CRED ad, but only 2% could recollect that Jackie Shroff and Kumar Sanu were also a part of the campaign.
The report also stated that in the first week of IPL, there were little to no ads with Deepika Padukone, Akshay Kumar, Amitabh Bachchan, Ranbir Kapoor, and cricketers Rohit Sharma or KL Rahul or Hardik Pandya. “…media weightages behind those ads were too insignificant to be noticed by viewers. In the case of the cricketers association with endorsed brands was invariably mistaken,” it noted.
IPL 2021: MS Dhoni leads IPL 2021 brand endorsement chart, Virat Kohli sees dip in rankings, IIHB survey