Ad Campaigns
Dream11’s T20 World Cup campaign resonates a billion dreams
Mumbai: Dream11, the world’s largest fantasy sports platform with over 200 million users, has launched a new campaign for the T20 World Cup, titled ‘Yeh Sabka Dream Hai’. The campaign captures the unwavering solidarity of the whole country in support of Team India and the collective hope and aspiration for a triumphant finish in the upcoming 2024 ICC Men’s T20 World Cup. This time, the clarion call is being presented in a unique light, with ‘Mothers of India’ leading the charge of supporting the team. The campaign brings alive the idea that cricket is a passion in India that has fans beyond the conventional, including men, women, children, mothers, young, old, and everyone in between.
The dream of lifting the T20 World Cup is championed by ‘Mummyji’, an affable character played by celebrated actor Ayesha Raza, in Dream11’s latest ad campaign. The series of films highlights how a mother’s unique nurturing touch supports and elevates their children, represented by the Indian Cricket Team. Featuring Team India cricketers like Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Ravindra Jadeja, Rinku Singh, Tilak Varma, Yashaswi Jaiswal and Washington Sundar, alongside Ayesha Raza, the campaign kicks off on 30th May 2024 with a set-up film released on Dream11’s YouTube channel, which will be followed by a series of three short films to be aired on Disney+Hotstar, Star Sports and other digital platforms during the tournament. Yeh Sabka Dream Hai also takes to social media, with an initiative designed to reinforce the idea that Indian mothers across all walks of life are committed to helping Team India win the World Cup.
Commenting on the campaign, Dream Sports chief marketing officer Vikrant Mudaliar said, “After an intense IPL season marked by team rivalries, the country now unites behind Team India for the World Cup. Our campaigns have consistently endeavoured to adopt a lighthearted approach, rooted in the love for sports which resonates with our users. ‘‘Yeh Sabka Dream Hai’ follows a similar treatment but has a flavour of its own. The campaign highlights the unwavering dedication and support of Indian mothers and the value of “ma ka aashirwad”. The talented Ayesha Raza beautifully captures the sentiments and hopes of our team lifting the cup. Above all, the campaign stays true to our ethos of pure passion for cricket, regardless of age or gender.”
Dream11 continues to be a significant member of the cricketing ecosystem, continuing their support as a co-presenting sponsor on Star Sports & Disney+Hotstar on the broadcast of the T20 World Cup.
With a long-standing association with the BCCI, Dream11 is currently the Team India lead sponsor since 2023.
The campaign film has been conceptualised and produced by DDB Mudra.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
