Creative strategies

The 20-second hurdle: Why IPL ads haven't reached Super Bowl iconic status

While both the Super Bowl and IPL attract massive viewership and advertising spend, their creative outputs and audience response differ significantly. IPL ads often prioritise reach and celebrity endorsements, constrained by shorter airtime and a potentially more risk-averse mindset compared to the spectacle-driven, culturally impactful commercials of the Super Bowl—the differences in the approaches offer a fascinating story.