JioStar yesterday released The WinningEdge, a first-of-its-kind advertising playbook designed to help brands and media buyers unlock the full potential of live cricket as a marketing platform.

According to a press release from JioStar, drawing from billions of impression-level data points across marquee cricket properties and validated through Brand Lift Studies conducted by Kantar, the playbook moves beyond conventional wisdom to deliver data-backed, outcome-driven guidance for advertisers.

The playbook establishes cricket on JioStar as an unmatchedenvironment for brand growth. For new brands entering the market, advertising on live cricket on JioStar delivered up to 6.9x higher brand awareness and 10.8x higher purchase intent compared to Kantar norms.

Established brands fared equally strongly, recording up to 4x higher brand awareness and up to 4.9x higher purchase intent — underscoring cricket’s power as both a launchpad and a long-term growth engine.

Anup Govindan, Head of Sales, Sports, JioStar said: “The Winning Edge, developed in partnership with Kantar, is built on rigorous, data-backed analysis of how real brands have performed on our platform across categories, objectives, budgets, formats, and tournament phases.

The study reaffirms that when it comes to driving real outcomes such as awareness, consideration, and purchase intent, nothing matches the intensity, scale, and impact of live cricket. The depth of attention and emotional engagement during live moments creates a multiplier effect that non-live environments simply cannot replicate.”

Soumya Mohanty, MD, and Chief Client & Solutions Officer at Kantar South Asia said: “Numerous Kantar Brand Lift Studies have demonstrated the incremental impact of Live Cricket Advertising, with results consistently ranking at the topend of Kantar’s Brand Lift database. This playbook distils those insights into actionable media planning and creative recommendations to help advertisers drive stronger outcomes in Live Cricket environments.”