Ad Campaigns
Dream11 urges users to #KheloDimaagSe in new rap-led campaign
MUMBAI: Dream11, India’s biggest fantasy sports platform, has launched #KheloDimaagSe, its newest integrated with its brand ambassador and Indian cricketer Mahendra Singh Dhoni.
The new campaign gives all passionate Indian cricket fans the opportunity to engage deeply with the sport. The brand believes that all Dream11 users aspire to employ the same kind of thinking prowess that has made Dhoni the master of the game.
Dream11 first introduced this positioning through #DimaagSeDhoni, its maiden campaign that helped build the fantasy sports category in India. It established Dream11 as a game of thrill, skill and sporting pride, in addition to growing the brand’s user base by three times. Through #KheloDimaagSe, Dream11 wants to reach a larger audience base and target adoption at an unprecedented scale.
The campaign has been conceptualised and created by Leo Burnett Orchard.
Speaking about the new campaign, Vikrant Mudaliar, chief marketing officer, Dream11 said, “In a cricket-dominated country like India, every cricket fan is an expert. With the new #KheloDimaagSe campaign, Dream11 provides users with a unique opportunity to use their sports knowledge, expertise and skill much like the players on the field. With fantasy gaming fast capturing the imagination of the country, Dream11 is a perfect foil for sports fans who love their game and further enhance their love through our platform.”
Leo Burnett Orchard was tasked with creating a campaign that would appeal to more people across India, beyond just the core cricket fan-base. Its vision was identical to Dream11’s – to make Dream11 India’s biggest fantasy sports game.
People get excited by and partake in everything that is adopted by a large number of people. Playing on this insight, Leo Burnett Orchard decided to project Dream11 as a mass phenomenon and not something that is isolated or individualistic.
Speaking about the campaign, Leo Burnett Orchard Executive creative director Amod Dani says, “Dream11 is a game that needs a coherent understanding of cricket and its statistics. While the ‘Dimaag se Dhoni’ campaign made an immediate impact for the brand, making it one of the most sought after games in India, the core objective of ‘Khelo Dimaag Se’ is to make the platform far more social and inclusive. The motormouth, rap approach brings alive exactly what the users are thinking while Dhoni plays a central role in walking us through this musical.”
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.
