IPL 2025: Is the auto sector changing ad gears?

The auto industry's advertising presence in the Indian Premier League (IPL) has long been a barometer of its marketing priorities. Over the years, companies such as Ford, Tata Motors, and Skoda have actively participated in IPL advertising campaigns. In the inaugural 2008 season, brands like Volkswagen were among the leading advertisers, maintaining a significant presence in the market for an extended period.

However, recent data indicates a shift in advertising trends within the IPL. For instance, in the 2024 season, the top five advertising categories were e-commerce gaming (18% share), range of food products (11%), pan masala (10%), cell phones/smartphones (4%), and perfumes/deodorants (4%). Notably, automobile brands did not feature prominently among the top categories during this period.

This evolution suggests that while auto brands have historically leveraged the IPL for advertising, their prominence in recent seasons may have diminished compared to other sectors. While some brands continue to invest in IPL sponsorships and campaigns, overall ad spends from the auto sector are showing signs of contraction. Rising production costs, shifting consumer preferences, and the increasing role of digital channels are causing auto brands to rethink their IPL budgets.

Vivek Srivastava, CCO, Tata Motors.ev, though confirms that the company will have a significant IPL presence for its new Curvv model, spanning traditional TV, connected TV, and digital platforms. With actor Vicky Kaushal as the face of the campaign, Tata Motors aims to leverage IPL’s vast reach. “When you use a popular face or a celebrity in a big campaign, the multiplication factor in terms of recognition and recall goes up dramatically,” he explains.

Curvv’s on-ground sponsorship ensures visibility, but Tata is also running a heavy media campaign to amplify its impact. “Our vehicles start below six lakhs in terms of a price point and go beyond 35 lakhs. Hence, that panIndia appeal is our objective, broad-basing ourselves and broad-basing our appeal across all customer segments,” adds Srivastava.

According to Aniruddha Haldar, SVP – Marketing, Scooters, Commuter Motorcycles & Corporate Brand – TVS Motor Company, “Cricket is more than just a sport in India, it’s a shared passion that transcends generations, bringing together Gen Z, Millennials, and Gen X alike. The Indian Premier League (IPL), as the biggest spectacle of T20 cricket, serves as the ultimate stage to connect with this diverse and passionate audience.

Through IPL, we aim to extend our reach pan-India, engaging consumers across all town classes. By tapping into the excitement and energy of the game, we seek to strengthen brand love, deepen customer engagement, and reinforce TVS as the preferred choice for mobility, performance, and innovation.”

However, not all auto brands share this bullish approach. According to Rahul Vengalil, co-founder and CEO of tgthr, IPL remains an attractive mass-media vehicle but may not offer the same ROI for premium and luxury auto brands. “It captures close to 50% of the population and around 70% of the consumption-driven audience, making it ideal for mass and mass-tige brands. But as you move up into premium and luxury segments, the effectiveness starts to wane unless other factors like a PR blitz or IPO are at play.”

The marketing head of a luxury carmaker, on the condition of anonymity, confirms that IPL does not fit into their brand strategy. “We don’t advertise on IPL because we’re a niche brand. Our audience is more curated, and the broad-strokes approach of IPL doesn’t align with our strategy.”

There are also signs that the conversion cycle for auto purchases doesn't align perfectly with IPL’s short ad bursts. For two-wheelers, the average time from enquiry to booking is 45 days for ICE models and up to 75 days for EVs. For four-wheelers, this timeline extends anywhere from 60 days to six months.

“IPL’s timing allows brands to build a story before the purchase journey begins, but for many, the immediate impact may not justify the high cost of ad placements,” adds Vengalil.

Data indicates a bifurcation in spending strategies among automakers. While established players like Maruti Suzuki and Tata Motors maintained or increased their IPL investments, others—particularly those grappling with sluggish sales—curtailed budgets. For instance, Mahindra & Mahindra slashed its ad spend from ?890 crore in 2023 to ?310 crore in 2024, while MG Motors reduced expenditures by over 60% in the same period, a trend that doesn’t seem to have changed much.

Pulkit Narayan, Founder and CEO of Dangle Ads, underscores IPL’s power as a media platform but acknowledges a shift in how brands allocate their budgets. “JioCinema is pushing to engage one billion viewers across TV and digital, making IPL an unparalleled property. But the way auto brands are spending is evolving. Instead of going all in on traditional TV, we are seeing a diversified strategy where digital, connected TV, and even influencer marketing are playing a bigger role.”

This shift is particularly evident in sub-category targeting. “Passenger vehicles rely on lifestyle branding and celebrity endorsements, whereas two-wheelers focus on speed, style, and freedom. EVs are aligning their messaging with innovation and sustainability, which makes targeted digital campaigns more attractive than mass TV ads,” says Narayan.

Experts say IPL campaigns are becoming more sophisticated. Rohit Sakunia, Founder and Director of ArtE Mediatech, notes that auto brands are no longer just investing in IPL for the sake of presence.

“The impact is sub-category dependent. Mass-market two-wheelers and entry-level cars still go for reach and recall, often using TV sponsorships. But premium brands and newer EVs are more strategic, focusing on storytelling, high-impact ad slots, and digital engagement. Brands aren’t just spending on IPL—they are ensuring their approach aligns with their specific goals so that the investment actually delivers returns,” he says

However, industry reports indicate that auto ad spends on IPL are on a downward trend. According to TAM Media Research, auto brands accounted for approximately 9% of IPL’s total ad volume in 2023, down from 12% in 2021. In monetary terms, industry estimates suggest that auto sector spending on IPL in 2025 has declined by nearly 15% compared to the previous year.

Some leading brands are pulling back significantly. Hyundai, which previously allocated nearly ?150 crore for IPL advertising, is reportedly reducing its spend by 20-25%, shifting focus to digital-first strategies. Similarly, Mahindra, a consistent IPL advertiser, is cutting back on traditional TV ad slots by 18% and reallocating budgets toward performance marketing and social media campaigns. Luxury car brands, which have never been major IPL spenders, are opting out entirely, citing high costs and limited conversion potential.

Spending patterns also reflect this shift. “TV and digital take up most of the IPL ad spend pie, with a general split of 60:40 in favor of TV. However, this depends on the brand’s audience. Mass-market two-wheelers and three-wheelers prioritize TV and sponsorships for sheer reach. But EV brands are turning to digital for sharper targeting, leveraging CTV and data-driven campaigns. No matter the strategy, IPL remains high stakes for auto brands,” adds Sakunia.

Seemingly though, despite IPL’s broad appeal, rising costs and evolving digital alternatives are prompting auto brands to reconsider their level of investment. The days of indiscriminate IPL spending by the sector may be waning, but for brands that get their strategy right, the tournament still holds unmatched potential for visibility and engagement.