The excitement for the Tata IPL 2024 is reaching a peak, and JioCinema, the official broadcaster, has launched its campaign to fuel the frenzy. This year’s campaign features three advertisement films, with the first one starring the legendary MS Dhoni in a surprising double role.
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The campaign highlights the growing trend of Indians consuming live sports, particularly the IPL, on digital platforms. JioCinema itself witnessed a record-breaking viewership of 449 million viewers during the last IPL season, showcasing the shift towards digital.
Dhoni’s Double Trouble
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Conceptualized by The Script Room and produced by Early Man Films, the first film presents Dhoni in a unique double act – a concerned grandfather and his cricket-obsessed grandson. The story revolves around the grandson glued to his phone, engrossed in a thrilling Tata IPL match. His grandfather, mirroring his enthusiasm, also watches the match on his phone but experiences chest discomfort.
Humor in the Ambulance
As they rush to the hospital in an ambulance, even the medical attendant joins the IPL party, watching the game on his phone. The humorous twist comes when the grandfather’s discomfort turns out to be a simple case of gas, not a heart attack. Just as relief washes over them, a thrilling six in the match lifts their spirits, perfectly ending the ad on a high note.
Campaign Across All Platforms
The “Sab Yahaan, Aur Kahaan!” (Everyone Here, Where Else!) campaign will be broadcasted across television, digital platforms, social media, and print media. This tagline emphasizes the widespread accessibility of watching the IPL on JioCinema, eliminating barriers like affordability and language. Creatively, the campaign aims to showcase Dhoni in a way that resonates with fans who cherish every moment of his presence on the field.
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A Rewarding Challenge
JioCinema’s Creative Marketing Head, Shagun Seda, highlights the campaign’s focus on the audience’s shift towards digital sports consumption. He emphasizes how JioCinema continues to offer the IPL experience “without any barriers to accessibility, affordability and language.”
Ayyappan, the Founder of The Script Room, expresses his satisfaction with the campaign’s development. He describes it as more than just a campaign, but a “mandate” that involved creative brainstorming, close collaboration with JioCinema, and finally witnessing the project come to life. He commends the JioCinema team for their trust and the collaborative spirit during the process.
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The IPL Begins on JioCinema
The Tata IPL 2024 kicks off on JioCinema with the much-awaited southern derby – MS Dhoni’s Chennai Super Kings taking on Royal Challengers Bangalore on March 22nd, 2024. Viewers can enjoy the latest season with exceptional features:
- Free streaming in 4K resolution
- Coverage in 12 languages, including Haryanvi for the first time
- Multi-camera options, including the popular Hero Cam
- Interactive features like “Jeeto Dhan Dhana Dhan” for enhanced fan engagement
Get ready for another exciting season of the IPL with JioCinema, the one-stop platform for all your cricket needs!
