IPL 2021: MS Dhoni and Ranveer Singh dominate IIHB recall report

Former Indian Captain, MS Dhoni is the leading celebrity amongst the ongoing advertisement campaigns in IPL 2021 with an unusually high recall value of 82 %. As per IIHB reports, MS Dhoni is followed by Bollywood star Ranveer Singh.

The Indian Institute of Human Brands (IIHB) research team recently polled respondents and has released its latest findings on how celebs and brands are faring with respect to IPL 2021. As per the report findings, female respondents showed a higher recall of having seen a celebrity on the cricket broadcast but faltered on connecting them to their relevant brands. It also found that most respondents recalled ad campaigns related to previous seasons and tours. Companies are key to shift creative forms to retain freshness.

The IIHB team saw 84% positive correlation between high media weights and high brand recall, as well as high celebrity recall. The first ten days of IPL 2021 were dominated by ECOM gaming brands followed by ed-tech and finally financial securities. Apart from these sectors, there were summer categories like fans and juices along with smartphones.

The most spontaneously recalled brand was Dream 11 that featured MS Dhoni. The former Indian skipper was leading the recall value last year too.  Following suit was Jio Fiber, with its multi-team branding featuring ever-energetic Ranveer Singh, while  RCB skipper Virat Kohli came third in the recall rankings.

The IIHB team uses its proprietary CELEBAR tool based on Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. The tool considers Spontaneous recall of the brand and the celebrity, Association between brand & celebrity together, Recency of communication, Media weight behind the campaign, and Solos versus multiple brands using the celebrity. Also leading this department was MS Dhoni with a CELEBAR score of 87%, six percent higher than last year. His associations included Dream 11 at 79%, Star TV at 9%, 8% brand associations came from Indigo Paints, 6% with Orient Fans, and 2% recall came from SunFeast Yippee.

Ranveer Singh achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. However, his association was more uniformly spread with Jio Fiber at 56%, JD Mart at 48%, My11Circle at 22%, and Bingo at 18%.

Virat Kohli had a lower score of 45%. It is mostly derived from his 94% association with MRF tyres. Since brands are spending more on media to exponentially improve the visibility of Dhoni and Ranveer Singh, the other stars have found it difficult to have a better value than them.

Among the Khans, only Salman Khan stayed in the top list with a CELEBAR score of 38%. Seventeen percent of respondents spontaneously recalled Rahul Dravid’s association with the CRED commercial, but only 2% could recollect that Jackie Shroff and Kumar Sanu were also a part of the campaign. 

The report also noted that in the first ten days of IPL 2021, there were little to no ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and cricketers Rohit Sharma or KL Rahul or Hardik Pandya. As for the advertisement campaigns without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%),  and Groww(20%)

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