Each 10 sec ad slot on Jio Hotstar in between overs costs Rs. 8,50,000/-.
So during each match Vimal spends close to 3.4Cr per match. So, for a 74 match IPL’25, this totals up to Rs. 251Cr.
Considering 1Rs/gm price for end user(in states where it is still allowed) at 50% gross margin; The company has to sell 50,20,000 kgs of gutkha. Assuming their 5Rs pack to be their fastest moving SKU, close to 100cr. 5gm pouch has to be sold just to fund their IPL platform marketing fee.
An FMCG giant will have an overall marketing budget of about 10% of their top line. Please note that above is the only cost of running the ad on the platform. Cost of having Ajay Devgan, Tiger Shroff, Akshay Kumar and SRK and cost of content creation is separate. Considering this, the platform fee can be assumed to be modest 10% of their overall marketing budget. Essentially it is still only 1% of the their top line.
If you are reading till here, next time you see someone with Vimal, thank them for 75 days of prime time entertainment. Now imagine the amount of Gutkha sold in the country…