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Jaideep Singh Building an IP First Media Empire with Offbeet
Offbeet Founder on turning USPL into lifestyle IP, going global with 101india and AI-powered storytelling.
MUMBAI: Jaideep Singh, Founder of Offbeet Media Group, is building a bold, IP-first media company that spans sports, digital storytelling, and entertainment. With verticals ranging from the United States Premier League (USPL) to the youth-focused 101india, Offbeet is redefining how media houses operate by prioritizing original intellectual property over traditional agency models while maintaining a cohesive identity across diverse audiences.
In this insightful conversation, Singh discusses maintaining brand cohesion, pivoting toward IP ownership, convincing legacy brands to invest in long-form partnerships, leveraging cricket as a year-round lifestyle IP, and integrating AI to enhance emotional storytelling. More as he speaks to Indian Television Dot Com.
On maintaining a cohesive brand identity across USPL Sports to 101india, Offbeet achieves this.
Offbeet Media Group was designed to be a media IP-first company. Our consumer-facing brands, USPL and 101india operate as standalone universes and content, each serving different set of audiences and communities. At the core, our target group spans 18 to 44 year-olds, with 101india being more youth-focused, telling unique stories of India to both Indian and global audiences. Meanwhile, the United States Premier league is a thriving new league, approved by the ICC, and has now announced its fourth season.
On pivoting to IP ownership over the traditional agency model, Offbeet makes this shift.
As I mentioned earlier, this has always been our strategy, so it’s not a pivot, but a deliberate design. While we have been aggressively building our agency business across government and corporate sectors, our vision is to build a diversified media company with insight-driven content at its core, serving both B2C and B2B audiences. This approach is both our strength and the engine driving our growth.
On shifting legacy brands from 30-second spots to long-term IP partnerships, Offbeet convinces them.
Well, this aspect is often driven by people in the driving seats on the brands end. However, with increasing media clutter, it is becoming easier to help brand custodians appreciate that long-form IP ultimately builds communities and fosters deeper emotional connections with their target audience. Having said that, I believe that there needs to be a healthy mix of IP-led initiatives and traditional 30-second formats. In today’s media landscape, one needs to find the right balance. Brands who innovate with a healthy mix are the ones which break the clutter and stand out.
On making 101India’s hyper-local stories resonate globally, Offbeet follows this strategy.
We are a country of 1.45 billion people and therefore, 1.45 billion stories. 101india aims at finding the most unique or untold stories and spotlight them. Our strategy is simple: identify these unique stories, present them in formats that are friendly to the digital community and spark conversations, where possible. Because no matter which strata or community you represent, everyone loves a good story! From dacoits of Chambal to androgynous fashion, and everything in between, these stories, when told sharply and authentically, have the power to resonate universall.
On turning USPL into a year-round lifestyle IP, Offbeet leverages cricket.
The USPL was our bold first-mover step into the world’s largest sports market. And with it now entering into its fourth season, after delivering 3 successful editions with global broadcasting, it continues to support the growth of cricket in the USA. The brand is now well-positioned to take its next big leap. Plans for this are already in motion, and we will be making some exciting new announcements soon. Our aim is to be innovative and clutter-breaking, attracting a larger audience base in the U.S. market. We are also entering into some interesting associations across cricket stadiums and the sports tech space, which will be announced soon.
On translating content across Music, Studios, and Creator ecosystems amid platform fatigue, Offbeet succeeds.
We haven’t yet fully approached our IPs with the intent of making them transcend across our media brand ecosystem. While there have been tactical cross-promotions, a truly integrated IP that spans all our media brands is still in the works. That said, our first theatrical venture, Vadakkan, leveraged USPL and 101india for promotions, with Offbeet Music owning the music rights for the franchise. This marks our first step in that direction. The bigger, more integrated play is yet to come.
On using AI to cut costs while deepening emotional impact of IPs, Offbeet integrates it.
We are approaching this as a process of integrating a mix of tools into our workflows across departments – creative, writing, production, post-production, and casting. We believe in a hybrid approach where human touch and creativity remain at the forefront, while technology and AI act as enablers to drive efficiency, speed, and clearer visualisation. This ultimately helps the final output stand out and capture the attention of the audiences it is meant for.
On scaling as a 360-degree media house, Offbeet’s North Star metric for successful IPs in 2026 is this.
It largely depends on the kind of IP we are talking about. At a macro level, as we move into an increasingly technology-first world, media IPs need to have seamless adaptability across digital, social, and AI-driven landscapes as a baseline. We also need to evolve towards building media IPs as brands in themselves, designed from inception to enable successful extensions into consumer and technology products. This is an area that the Indian media and entertainment industry is yet to fully exploit, while the Western market has already set strong benchmarks.
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RVCJ Group and CricTracker Unite to Build a Sports Content Powerhouse with an 85 Million Strong Social Audience
Mumbai/Bengaluru: In a significant development for India’s digital media ecosystem, RVCJ Group, one of the country’s leading digital entertainment networks, has announced a strategic partnership with CricTracker, a trusted authority in cricket journalism and analytics.
The collaboration brings together viral storytelling and data-driven sports coverage to create one of the most influential sports content ecosystems globally, unlocking new possibilities across content creation, distribution, and brand engagement.
The partnership unites two established leaders with over a decade of combined expertise in digital entertainment and cricket journalism, combining RVCJ’s large-scale audience engagement and viral storytelling with CricTracker’s credibility in sports coverage and analytics.
Together, the two platforms command a combined audience of over 85 million followers across digital and social platforms, creating a powerful network for sports content distribution and brand collaborations.
CricTracker brings a strong and highly engaged sports community with over 20.6 million followers across platforms and over 30 million monthly page views. The platform has also generated over 1.2 billion total content reach, 2.1 billion content views, and more than 105 million views on its video section during the recently concluded ICC T20 World Cup 2026, making it one of the most trusted destinations for cricket fans seeking real-time insights, analysis, and updates.
Complementing this, RVCJ adds unmatched scale and distribution power with more than 65 million followers across its digital network, generating over 790 million interactions and more than 10 billion views in the last 90 days alone. This powerful combination of reach, engagement, and domain expertise positions the alliance among the most impactful digital sports content ecosystems globally.
As India’s digital sports audience continues to expand rapidly, the collaboration reflects a broader shift in the media landscape where entertainment-driven storytelling and niche editorial expertise are increasingly converging. By blending culturally relevant, shareable storytelling formats with credible, data-backed cricket coverage, the partnership aims to create engaging sports narratives tailored for today’s digital-first audiences.
Beyond content creation, the partnership will also unlock new opportunities for brands, creators, and athletes within India’s rapidly evolving digital sports ecosystem. This includes integrated brand campaigns, sponsored storytelling, branded video collaborations, display and performance advertising solutions, as well as talent management and athlete-led influencer campaigns, creating a structured environment where content, creators, and brands connect seamlessly at scale.
Commenting on the collaboration, Shahid Javed Ansari, Director, RVCJ Group, said:
“This collaboration with CricTracker is a natural extension of our vision to expand into sports content. By combining our storytelling capabilities with CricTracker’s domain expertise, we aim to create engaging and scalable sports narratives that resonate strongly with digital audiences and brands alike.”
A. Aziz Khan, Director, RVCJ Group, added:
“The sports content industry in India is evolving rapidly, and this partnership allows us to tap into one of the most passionate audience segments in the country. We see immense potential not only in content creation but also in building a strong commercial ecosystem around sports storytelling.”
Sharing his thoughts on the partnership, Syed Sujjad Pasha, CEO & Founder, CricTracker, said:
“Our vision has always been to make cricket content more engaging, accessible, and impactful for fans across India. Partnering with RVCJ enables us to combine credible cricket journalism with powerful storytelling and wider digital reach. Together, we aim to redefine how sports content is consumed and monetized in the digital era.”
With CricTracker’s strong and loyal reader base and RVCJ’s massive distribution network, the partnership significantly enhances the reach and impact of sports content across India. As digital consumption accelerates, collaborations like this highlight the future of media where content, community, and commerce converge to create scalable ecosystems.
With joint initiatives set to roll out in the coming months, the RVCJ CricTracker partnership is poised to set new benchmarks in global sports media, combining scale, credibility, and cultural relevance like never before.
