Desk note · industry · Marketing / consumer brands
Reporting on 15 October 2026 said cricket endorsements remain near 90% of India’s sports celebrity ad market, estimated at ₹1,350 crore in 2025 and heading past ₹1,500 crore in 2026, while FMCG firms also shift budgets toward digital creators.
On 15 October 2026, business press coverage said cricket-driven endorsements are holding up even as overall celebrity advertising slows. Industry estimates valued India’s sports celebrity endorsement market at about ₹1,350 crore in 2025, with cricketers taking nearly 90% of the spend. Marketers expect the tally to cross ₹1,500 crore in 2026, with close to a dozen new deals in the pipeline ahead of festive campaigns. Recent signings cited include Sachin Tendulkar promoting ChatGPT in India and MS Dhoni fronting the BHIM payments app. Virat Kohli, Rohit Sharma, and younger stars such as Shubman Gill remain on pitch for brands.
Advertisers are splitting budgets rather than abandoning stars. Digital creators offer targeted reach and measurable clicks, which is why surveys cited by the Indian Influencer Governing Council show 15–25% of marketing rupees moving toward creators. FMCG majors such as Hindustan Unilever have told investors they are investing more in communities and credible voices online. Yet cricketers keep shelf space because performance on the field refreshes relevance every IPL and India match, something a viral reel cannot manufacture on demand.
If you buy packaged food, phones, or finance products, the face on the ad still shapes trust, but the discount code may come from a creator you follow. For marketers, the lesson is hybrid campaigns: star power for mass awareness, creators for conversion. Shoppers can compare product facts, not just endorsers. Watch festive ad launches from consumer brands, new NPCI and fintech tie-ups, and whether Bollywood-led contracts lose share in HUL and personal-care categories.
Telecom / IPO
On 22 October 2026, exchange data showed Jio Platforms’ ₹30,213 crore issue had drawn about ₹3.73 lakh crore of total bids by late evening on Day 2, with the retail portion oversubscribed and market commentators citing diverted cash from other listed stocks during the book build.
SEBI / market infrastructure
On 22 October 2026, the Securities and Exchange Board of India proposed letting stock exchanges and depositories fund core-market and regulator-mandated initiatives without prior approval for each ticket, while keeping board oversight and financial safeguards and inviting comments until 12 November.
E-commerce / food delivery
On 22 October 2026, reporting said Flipkart is testing an internal food delivery product called Eat-in by Minutes with more than 8,000 employees in Bengaluru, using Ekart logistics as it prepares to compete with Zomato and Swiggy in meal delivery.
Digital trust / compliance
On 22 October 2026, eMudhra Ltd said its board will voluntarily withdraw from the global SSL/TLS certificate segment after a key-security incident on eight intermediate certificates, citing compliance cost and weak economics while stressing that other digital-trust services continue.
For informational purposes only. Not investment advice. Verify with filings and a licensed adviser.