iWorld
Advertisers elated as IPL on JioCinema delivers bumper ROI
Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2023, has been setting new records with its IPL viewership. The platform received 1300 Cr. video views in the first five weeks of the tournament, and more than 60 minutes average user time spent per match.
The blockbuster performance of JioCinema has delighted viewers and advertisers alike. This season, the number of sponsors during IPL’s digital streaming reached 26, the highest ever for any sporting tournament. With JioCinema’s real-time number tracking system that enables advertisers to evaluate their reach, the advertiser response has reached an overwhelming number, which is in the range of 400 this season.
Speaking on the value of IPL advertising on digital, Castrol India CMO Jaya Jamrani said, “Our segments are very varied but IPL on digital has allowed me to be able to focus and drive the right content to the right audience through targeted marketing. The level of personalization and the targeting that you can achieve is amazing.”
“It’s a great consumer experience that’s adding a lot more numbers. Forget Hindi and English, which is quite common, but there’s Bhojpuri and even Punjabi, which are actually giving a lot more numbers. From a language perspective, it’s great immersive stuff for marketers,” said Madison Digital CEO Vishal Chinchankar.
More Retail COO hypermarkets Sudhir Shukla added, “The ability to personalize the campaign at scale is what is phenomenal about IPL on digital. Of course, there are great numbers, but the quality of the impact is absolutely fantastic. On digital we’ve seen the concurrency numbers, now concurrency numbers go up when a certain batsman comes in to bat, match after match. And the ability to make the most of such a moment is phenomenal.”
Speaking on interest from a variety of brands to advertise on digital this season, Interactive Avenues CEO Amardeep Singh said, “IPL on Digital has democratized TV for the advertisers. Earlier, to advertise on TV, you needed huge budgets. Now you don’t need huge budgets to advertise on TV.”
According to the recent TAM report, CTV ad spots have shown a 20 per cent growth, indicating the growing trend of viewers preferring the convenience and flexibility offered by CTV platforms, with JioCinema’ premium offerings of TATA IPL including 4K, multi-cam, 360-degree viewing, at an unprecedented scale, at no cost.
Speaking on CTV advertising, Singh added, “We’re looking at anywhere between 25 million to 40 million CTV households being reached. And what we’ve seen in the end metric, CTV advertising performs better as compared to a regular ad on the mobile”
Speaking on advertisers’ gain with the surge in digital viewership of TATA IPL, Viacom18 Sports CEO Anil Jayraj said, “Advertisers are the big winners this season and that’s the way it should be. Through JioCinema, advertisers are reaching the right audiences at the right price. JioCinema has opened doors for a lot of advertisers, smaller brands and companies to join the bandwagon, which used to be the exclusive preserve of top 100 advertisers.”
With its exceptional performance so far, JioCinema is set to captivate viewers and break more streaming records, as the tournament comes closer to the end of this season.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
