The BigBasket IPL ad quickly went viral, but the BigBasket IPL ad also raises an important question about brand recall.
BigBasket’s IPL ad featuring Kohli and RCB had everything. Cricket, humor, and a viral “pew” moment that took over social media.
People remembered it. They shared it. They laughed.
But here’s the real question.
Did they remember BigBasket?
What Most People Think About BigBasket IPL Ads
“The ad worked. It went viral, people are talking about it.”
And that’s usually how success is measured today.
What’s Actually Happening in BigBasket IPL Ads
The ad created a strong moment, not necessarily a strong brand connection.
The “pew” line became the focus. Not the product. Not the benefit. Not even the brand.
This is a common trap in advertising today. When the content becomes more memorable than the brand itself, recall shifts away from what actually matters.
This is where the BigBasket IPL ad becomes interesting from a marketing perspective.
Marketing Insight from BigBasket IPL Ads
Virality builds attention. Distinctiveness builds brands.
If people remember the joke but not the brand, the ad has done only half the job.
In a crowded category like quick commerce, where every brand is competing for attention, being memorable is not enough. You need to be remembered for something specific.
This becomes even more important in categories like quick commerce, where multiple brands offer similar benefits like speed and convenience. If the communication does not clearly link the message to the brand, the audience may remember the ad but confuse the brand with competitors. Over time, this weakens brand recall and reduces the impact of advertising spend.
If This Comes Up in an Interview (PI)
Don’t say: “The ad was viral and widely shared.”
Say this instead:
“While the BigBasket IPL ad achieved high engagement through a viral moment, it risks weak brand linkage, where the audience remembers the content but not the brand’s value proposition.”
One-Line Takeaway
If your ad becomes the meme, your brand can become invisible.