NEW INTERIM STUDY by Synchronize India Marketing Services and Unomer has found Mahindra emerging as the most effective brand among Indian FIFA World Cup viewers during the first three weeks of the tournament.
The findings are based on the companies’ SCORE Ad Effectiveness Measurement Solution, evaluating campaigns across visibility, recall, brand awareness, and consumer engagement on Zee Entertainment’s Unite8 Sports channels and ZEE5.
According to the study, Mahindra has the highest number of Visibility & Recall (VR Score™) of 91 among advertisers during the first three weeks of the FIFA World Cup, placing it ahead of all other brands tracked in the study.
Lenovo followed in second place with a VR Score of 84, and adidas ranked third at 80. Whisky brands featured prominently in the upper half of the list, with Black & White (74) and Black Dog (69) rounding out the top five.
The data shows a significant gap between the top five and bottom five advertisers. Scores for the top five brands ranged from 69 to 91, while the remaining five fell between 26 and 36; a difference of roughly 35 points separating the fifth and sixth positions.
Synchronize India said the SCORE framework goes beyond conventional media metrics like impressions and exposure, instead measuring visibility, recall, brand awareness and consumer engagement among FIFA viewers. The company said brand success now depends on being memorable, not just being seen.
The current rankings are interim, covering only the first three weeks of the FIFA World Cup 2026. Synchronize India will continue tracking advertiser performance through the tournament, with brand-specific studies planned to cover campaign strategy, creative execution and business outcomes. Additional analyses will be published as the tournament progresses.
