Brands keep talking about culture - but are they actually in it?

Why brands shell out fortunes on IPL to get a seat at the cultural table

It arrives every year like clockwork, a summer storm of sixes, wickets, and roaring crowds. The Indian Premier League (IPL) isn't just a sporting tournament anymore; it's woven into the very fabric of Indian pop culture, a two-month-long festival where cricket, entertainment, and commerce collide in a spectacular, high-decibel explosion. And at the heart of this whirlwind lies a multi-billion rupee question that echoes through boardrooms across …

Brands keep talking about culture - but are they actually in it?

Iris’s Jill Smith asks the big question: Is advertising’s time influencing the culture over – or is a vibe shift all that is needed?