Ad Campaigns
Dream 11 raises IPL fever with “Ye Game hai Mahaan” campaign
MUMBAI: Dream11, India’s Biggest Sports Game, recently launched its integrated marketing campaign ‘Ye Game hai Mahaan’, celebrating the Indian cricket fan’s love for their favourite sport. Through these 6 ad films, Dream11 puts the spotlight on the fans and celebrates the passion that makes them go out of their way to play a game of cricket. Be it rough grounds, unfavourable weather or the fury of the neighbours, a real cricket fan never wavers.
The 6 six films, conceived and created by Tilt Brand Solutions in 6 different languages, uniquely capture the spirit of cricket fans in diverse situations and also feature Dream11's brand ambassador MS Dhoni.
Commenting on the launch of campaign, Dream11 CEO and co-founder Harsh Jain said, “We’re thrilled to launch our unique advertising campaign that salutes the effort a true cricket fan makes to play a game of cricket. As sports fans, we’ve all been through some innocuous problems to play a game of cricket, and there’s always a hero who ensures that the game goes on. Our campaign celebrates these heroes and I’m sure it will strike a chord amongst all cricket fans. We believe this campaign will play a pivotal role in engaging our current 5 crore users and help us in welcoming onboard another 50M users to Dream11 in 2019.”
Dream11 chief marketing officer Vikrant Mudaliar added, With a strong user base of over 5 crore ‘fans’, Dream11 has established itself as the leader of the Indian Sports Gaming industry. This IPL season, our campaign takes an innovative route for the brand's storytelling, by paying an ode to the most loved sport in India and its passionate fans. The campaign attempts to further establish Dream11 as the platform where every fan can connect with their favourite sport. Dream11 celebrates this passion and emotional connection of fans with cricket through – “Ye Game hai Mahaan”. We are confident that the brand campaign will resonate with cricket fans and our users across the country, stirring memories of their experiences with the sport.”
Tilt Brand Solutions chief creative and content officer Shriram Iyer concluded, “Cricket in India is so popular not just because of the game and its players, but arguably more so, because of the fans who are obsessed with it. The films showcase acts of dedication and heroism of fans for the cause and sake of cricket. These films truly are, made about cricket fans for cricket fans.”
The advertising campaign went live on March 21st on TV channels across popular genres like news, entertainment, lifestyle, sports, movie channels etc in multiple languages. It is also being aired during the IPL games on Star Sports and Hotstar. In addition to these, the campaign will also engage with fans and users on Facebook, Twitter, YouTube, and Instagram.
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.
