Ad Campaigns
Dream11 unites cricket legends and celebrities for new ad campaign
Mumbai: Dream11, a fantasy sports platform with over 200 million users, has unveiled its advertising campaign for the upcoming cricket season, ‘Team Se Bada Kuch Nahi’. Dream11 brings together 11 cricket stars and 10 celebrities in a series of ad films with a humorous twist to the concept of sports rivalry between teams. The campaign interestingly plays on the transition from a united front in recent Team India cricket matches to individual team loyalties during the upcoming Indian Premier League.
Commenting on the campaign, Dream Sports CMO Vikrant Mudaliar said, “Team Se Bada Kuch Nahi’ embodies the essence of sportsmanship, camaraderie and banter that defines cricket for Indian cricket fans. The campaign also underscores how sports in India, today represents a convergence of entertainment across various mediums: television, digital, films and music. Pairing legacy cricketers like Mohinder Amarnath and Krishnamachari Srikkanth with contemporary players like Sanju Samson and Rahul Chahar not only pays homage to our cricketing heritage but also showcases the sport’s ongoing evolution. The duo of Suniel Shetty and KL Rahul, celebrates the bridging worlds of cricket and cinema both on and off the field.
Above all, the films are true to what our brand stands for — healthy competition, the spirit of sportsmanship and passion for the game.”
The star-studded campaign features Dream11’s brand ambassadors, including Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Krunal Pandya, Ishan Kishan, Shreyas Iyer, Rishabh Pant, Rahul Chahar, and R. Ashwin, engaging in lively exchanges and witty banter. Making their debut in a Dream11 campaign are brand ambassadors KL Rahul and Sanju Samson. Alongside them, celebrated actors like Suniel Shetty, Preity Zinta, Samantha Prabhu, and Supriya Pathak, pop icons Daler Mehndi and Baba Sehgal, and digital/content creators Viraj Ghelani and Danish Sait too, join the campaign. Additionally, Indian cricket legends Mohinder Amarnath and Krishnamachari Srikkanth join the lineup, bringing their humour and playful exchanges to the screen.
As an extension of the brand’s marketing efforts, Dream11 has teamed up with renowned Bollywood actors Kareena Kapoor Khan and Varun Dhawan to launch the Dream Sale, offering a chance for 11 mega contest participants to win big during each of the first five matches of IPL 2024. This marks the first-ever on-screen collaboration between the two actors. This partnership underscores the essence of IPL as a blend of sports and entertainment, highlighting Dream11’s dedication to enriching fan engagement and broadening the fantasy sports experience across the nation.
The campaign kicked off with a set-up film released on Dream11’s YouTube channel, following which a series of eight ad films will be aired throughout the season on Star Sports, Jio Cinema and other digital platforms.
The campaign film has been directed by Nitesh Tiwari, and conceptualized by Tilt Brand Solutions, a creative agency that has been working with the brand for five years.
With a long-standing association with the IPL since 2019, Dream11 is the Principal Sponsor for four IPL teams, Kolkata Knight Riders, Punjab Kings, Gujarat Titans, and Sunrisers Hyderabad, this season. Dream11 is also an Official Partner of eight teams of the Indian Premier League this year.
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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.
