IPL season is hotting up and the ad breaks are as interesting as the match play. But guess which ads are scoring? Men seem to recall auto ads while women seem to have higher recall of food and snack brands. The ongoing eDART-IPL25 study by CrispInsight and Kadence International reveals a striking demographic divide in brand recall, based on insights from over 20,000 viewers across 60+ cities. Nearly, 17 per cent of women recalled food and snack brands. Among men, 21 per cent recalled automobile brands, and 48 per cent fantasy sports. Younger audiences (15–19 years) are more responsive to fantasy sports and beverage brands, while older viewers (45-plus) show stronger recall for banking, liquor, and e-commerce.

Gearing up for Goafest

At the heart of Goafest (May 21-23 this year), the Indian ad industry’s biggest event, is the ABBY awards powered by OneShow. Björn Ståhl, Chief Creative Officer, Uncommon Creative Studio, Stockholm, and Youri Guerassimov,CCO, Marcel Paris, will be the international jury chairs. There are three new categories under the Media ABBYs — small budget, big impact; sports marketing; and micro marketing. The Creative ABBYs will feature 23 categories. Ashwini Deshpande, co-founder-Director, Elephant; Ashish Chakravarty, Executive Director and India Head of Creative, McCann Worldgroup; Raj Kamble, founder and CCO, Famous Innovations; and Ashish Khazanchi, Managing Partner and CCO, Enormous Brands will be jury chairs.

Ghadi gets on track

Brands always aspire to be where the crowds are. Well, Ghadi Detergent is managing to do just that, having secured exclusive naming rights for platforms 1, 6, 7, 8, 9 at New Delhi Railway Station, one of India’s busiest rail transport hubs. The tenure of the rights is for one year. The platforms will be branded as ‘Ghadi Platform 1, 6, 7, 8, 9. As part of the partnership, Ghadi Detergent will have its branding prominently displayed across these platforms, including panels, billboards, vinyl wrapping, and more.

With the station getting a daily footfall of over 10 lakh passengers, Ghadi gets to be a key consumer touchpoint.