As anticipation builds for the TATA IPL 2024 season, JioCinema has launched a riveting campaign, marking a significant shift in how Indians consume live sports. With a record reach of 449 million during the previous season on JioCinema, the campaign focuses on the increasing trend of digital viewership for live sports, particularly the TATA IPL.
JioCinema Campaign: MS Dhoni in a Dual Role
The first of the three ad films stars the cricket legend MS Dhoni in a unique double role – that of a grandfather and his enthusiastic grandson. The film, crafted by The Script Room and produced by Early Man Films, weaves a tongue-in-cheek tale of the duo glued to their respective phone screens, watching an exhilarating TATA IPL match. The unexpected twist in the plot unfolds during an ambulance ride, where the medical attendant joins the cricket spectacle. The climax, accompanied by a six in the match, adds a humorous touch, bringing the film to a delightful end.
Insightful Campaign Idea for Tata IPL 2024: ‘Sab Yahaan, Aur Kahaan!’
“The campaign draws from one of the biggest consumption shifts we’ve seen among viewers in recent times, as they migrate to digital from linear avenues to catch their daily dose of live sports action,” said JioCinema’s Creative Marketing Head Shagun Seda. The campaign idea ‘Sab Yahaan, Aur Kahaan!’ centre stages the ubiquity of watching the TATA IPL on digital, and JioCinema continuing to present the world’s biggest T20 tournament without any barriers to accessibility, affordability and language. Creatively, we attempted to present MS Dhoni in a manner that resonates with fans who cherish every minute of him in action.”
Ayyappan’s Perspective – A Mandate Turned Creative Triumph
“This is more than just a campaign for us, it’s what large agency heads call “a mandate”. And what a crazy mandate it was, from cracking the central idea of ‘Sab Yahaan, Aur Kahaan!’, to working closely with the JioCinema team and scripting out multiple films, to jamming with the production team and seeing it through, it has been a hectic and emotionally gratifying journey,” said Ayyappan, Founder, The Script Room. “Thanks a lot to the JioCinema team for their trust and the camaraderie, couldn’t have asked for more. It also gives us great joy that they pushed us towards the best creative output. We are super happy with the work and hope everyone enjoys it.”
TATA IPL 2024 Kickoff on JioCinema
The blog reveals that the TATA IPL 2024 season on JioCinema will commence with a southern derby, featuring MS Dhoni’s Chennai Super Kings against Royal Challengers Bangalore on March 22, 2024. Viewers can enjoy the latest season for free in 4K across 12 languages, including Haryanvi for the first time. The offering includes multi-cam options, the much-hyped Hero Cam, and engaging features like Jeeto Dhan Dhana Dhan.
Conclusion
JioCinema’s campaign for TATA IPL 2024 not only captures the excitement surrounding the upcoming season but also reflects the evolving landscape of sports viewership in India. With MS Dhoni’s double act and a creative narrative, the campaign is set to resonate with cricket enthusiasts across the country. As the TATA IPL unfolds, fans can expect a seamless and immersive experience on JioCinema, reaffirming its position as a go-to platform for live sports entertainment.
Campaign Credits
Agency: The Script Room
Production House: Early Man Films
Director: Abhinav Pratiman
Producer: Amarjeet
