India AdEx set for short-term hit if CCI probe and seizures continue at top ad firms

CCI probe focused on unearthing emails, pricing agreements, internal meeting records, and coordinated rate cards that suggested anti-competitive behavior. (Source: Unsplash)

The Competition Commission of India’s (CCI) probe into advertising firms will lead to a short-term contraction as brands and agencies reevaluate procurement practices and financial governance. The biggest impact may be seen in traditional media, where high-value transactions and bulk media buys are more susceptible to scrutiny, say experts.

From Pushpa swag to IPL drip, India’s growing craze for merchandise

A report by Maximize Market Research valued India’s sports merchandising market at $673.34 million in 2022, projecting growth to $1.93 billion by 2029, at a CAGR of 16.2% from 2023 to 2029.

Experts estimate L&M sales in India at approximately $2 billion this year, compared to $356 billion globally. L&M industry grew by 4.6% in 2023 and is projected to maintain a healthy CAGR of 4.5% through to 2032.

Reliance-Disney merger: CCI releases 48 page order, parties agree to not bundle cricket ad slots

Additionally, it ordered PayPal Payment Private Limited to freeze the account of the King's app owner.

As part of seeking the regulator’s approval, the parties have voluntarily agreed that they will not bundle TV ad slots for IPL, ICC and BCCI cricketing rights till the end of existing rights. Also, the parties will sell seven TV channels, including Hungama and Super Hungama.

E-commerce and gaming leading the show as top advertisers for IPL 2024

From strategic storytelling to surging CTV rates, marketers are fine-tuning their approach to win consumer attention. (Image source: @IPL)

The top advertisers in this period are Parle Products, Sporta Technologies (Dream11), Playgames 24*7 (My11circle), Vishnu Packaging (Vimal Elaichi Pan Masala) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi).

EaseMyTrip partners with Rajasthan Royals as Official Travel and Experience Partner

Rajasthan Royals have started the 2024 season on a positive note, with three wins in three matches, and are today traveling back to Jaipur with EaseMyTrip's assistance to face Royal Challengers Bengaluru in their #PinkPromise match on 6th April at the Sawai Mansingh Stadium.

As part of the tie-up, the Royals will be seen endorsing the value-add being brought to the franchise through EaseMyTrip’s travel bookings services. The partnership will come to life in the form of engaging and entertaining pieces of digital content – something that the Royals are renowned for.