From soft drinks to supplements: IPL’s ad mix gets a health push

₹4,900-5,200 crore, has traditionally been dominated by FMCG and consumer electronics players, making the entry of healthcare brands notable.“IPL has always reflected where India’s aspirations are headed and today, India wants to be healthier, not just entertained,” said Ripal Chopda, chief marketing officer at The Sleep Company, whose campaign features MS Dhoni linking sleep to overall health.The shift is playing out beyond traditional advertising slots and into team-level partnerships and product integrations. Sun Pharmaceutical Industries has signed a three-year principal sponsorship and health partnership with Royal Challengers Bengaluru—the first such direct association between a major drugmaker and an IPL franchise.

While the exact cost is not public, the deal is estimated at ₹70–100 crore per year.Healthcare advertising in India remains tightly regulated. The Drugs and Cosmetics Act, 1940, prohibits advertising of prescription drugs, limiting pharma companies to over-the-counter products such as multivitamins and pain relief brands like Revital and Volini.Within those constraints, brands are aligning health messaging with the IPL’s performance-driven context.

Colgate-Palmolive India, for instance, has partnered with Mumbai Indians as its “Dental Performance Partner,” launching an oral health screening initiative that links dental metrics to athletic performance. The campaign draws on FC Barcelona’s La Liga 2024 season title-winning effort, which incorporated dental tests into pre-season medical checks.“The science has always existed but the ways to engage with consumers have increased,” said Gunjit Jain, executive vice president of marketing, Colgate Palmolive India.Supplement brands are also leaning into team