Mumbai, June 9 -- Despite record-breaking viewership and soaring ad spends, most ads aired during IPL 2025 may have already faded from public memory. While the on-field cricket remains fiercely competitive, advertising creativity appears to be on autopilot, raising serious questions about return on investment and long-term brand impact.

This year, the IPL began with what many consider one of the best-and probably the costliest-ads of the season. Dream11's campaign featured Aamir Khan, Ranbir Kapoor and a galaxy of celebrities and cricket stars, setting the tone for the tournament and its rivalries. It was witty, memorable and widely shared. But after that strong start, most ads barely made a mark. Take the much-discussed spot featuring R...