MUMBAI, April 6 -- The Indian Premier League's advertising mix is undergoing a shift, with pharmaceutical and wellness brands entering a tournament long dominated by impulse-driven products such as soft drinks and mouth fresheners.

Data from TAM Sports (a division of TAM Media Research), based on the first four matches of the 2026 season, shows healthcare emerging as a standout new category this year, even as most additions remain extensions of existing electronics and FMCG segments.

The shift signals a broader repositioning of IPL advertising, from indulgence-led consumption to health-conscious messaging, as brands respond to changing consumer preferences and look to embed wellness into mass-market narratives.

The tournament's adverti...