As anticipation builds up for the 2024 season of the TATA IPL, JioCinema has launched an exciting campaign to capture the frenzy surrounding the event. The campaign comprises three advertisement films, the first of which stars the legendary cricketer MS Dhoni in a dual role.
These ad films aim to highlight the collective excitement of experiencing the TATA IPL digitally. With an increasing number of Indians turning to digital platforms for live sports, including the TATA IPL, which garnered a staggering 449 million viewership on JioCinema last season, the campaign taps into this trend.
The concept for the first film, developed by The Script Room and produced by Early Man Films, revolves around MS Dhoni playing both a grandfather and his grandson. It humorously portrays a scenario where the grandson is engrossed in watching a thrilling TATA IPL match on his phone, while unbeknownst to him, his grandfather is also glued to the same match on his own device. However, the plot takes a twist when the grandfather starts experiencing discomfort in his chest, leading to a comical situation where they end up in an ambulance, with even the medical attendant joining in watching the match on his phone. Ultimately, it turns out the discomfort was merely due to a bout of gas, and as a six is scored in the match, all three characters cheer up, bringing the film to a jovial conclusion.
The campaign is set to be rolled out across various mediums including television, digital platforms, social media, and print. Shagun Seda, Creative Marketing Head at JioCinema, emphasizes the campaign’s focus on the shift towards digital consumption of live sports, highlighting the accessibility and affordability offered by JioCinema for enjoying the TATA IPL.
Ayyappan, Founder of The Script Room, expresses the significance of the campaign and the collaborative effort involved in its creation. He praises the partnership with JioCinema and credits the team for pushing towards the best creative output.
The TATA IPL 2024 season on JioCinema is set to kick off with a highly anticipated match between MS Dhoni’s Chennai Super Kings and the Royal Challengers Bangalore on March 22, 2024. Viewers can expect to enjoy the latest season for free in 4K quality, available in 12 languages, including Haryanvi for the first time. Additional features such as multi-cam options and fan-engagement activities like Jeeto Dhan Dhana Dhan are also promised to enhance the viewing experience.
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