iWorld
JioCinema to grab two-thirds of total IPL AdEx this season
Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2023, is expected to dominate the advertising expenditure (AdEx) this season, accounting for more than two-thirds of the total AdEx.
JioCinema’s real-time number tracking system enables advertisers to evaluate their reach, and with more people watching IPL on the move, the platform’s average concurrency rate is almost triple that of last year. This season, the number of sponsors during IPL’s digital streaming has reached 26, which is the highest ever for any sporting tournament.
Commenting on JioCinema’s growing influence, Viacom18 Sports CEO Anil Jayraj said, “Fundamentally, digital has options and opportunities for everybody. Digital is also measurable and targetable. Through JioCinema, advertisers are reaching the right audiences at the right price. JioCinema has also 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. Additionally, we have over 40 advertisers on CTV exclusively, including international brands, financial services, e-commerce, autos, B2C, B2B brands. Connected TV (CTV) advertising spots have been increasing every week of the TATA IPL.”
Speaking on JioCinema’s innovations in a testimonial, Tata Motors EV CMO Vivek Srivatsa said, “Jio Cinema has brought about a revolution in IPL watching by offering free access to the tournament and leveraging cutting-edge technology to enhance the viewing experience, including 4K streaming, multicam and multi-language options. This has enabled a wider demographic to experience the spectacle like never before. The innovations in ad delivery has enabled us to take our campaign go.ev with Tiago.ev not only to urban India, but also to smaller towns. We wish to drive tremendous value from this partnership and fast forward the ongoing EV adoption in India.”
Madison Digital CEO Vishal Chinchankar added, “Our clients have had a positive experience, as we have seen the high concurrencies resulting in impressions having delivered on most campaigns. In some cases our clients have reallocated investments on digital medium for IPL.”
According to the recent TAM report, CTV ad spots have shown a 20 per cent growth. TATA IPL 2023 on Connected TV has reached twice the number of viewers than on HD TV, indicating the growing trend of viewers preferring the convenience and flexibility offered by CTV platforms.
Commenting on CTV advertising, Jaquar Group general manager & head marketing communication in his testimonial Sandeep Shukla said, “JioCinema’s CTV is the go-to platform for IPL viewers across India, with high-quality 4K streaming and extensive language options. Advertisers can tap into this vast and affluent audience to increase brand awareness and engage with passionate cricket fans. Showcasing our brand’s message on CTVs for an immersive and engaging viewing experience drives high recall. It’s an excellent opportunity to reach a large, engaged audience and grow your brand with Jio Cinema’s CTV platform during IPL matches.”
According to Media Partners Asia (MPA), the IPL 2023 edition is estimated to generate $550 million in revenue, with digital capturing over 60 per cent of the share. In the first five weeks of the tournament, JioCinema has already recorded over 1300 Cr. video views.
As per a Synchronise and Unomer report, 73 per cent viewers are watching IPL on JioCinema.
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.
