Ad Campaigns
Dream11’s star-studded campaign yields record concurrency on IPL 2025 Day one
MUMBAI: Dream11 has kicked off the IPL season with a bang, smashing records faster than a Hardik Pandya six. The fantasy cricket platform registered an admiration worthy 16.5m concurrent users during the tournament opener between Kolkata Knight Riders and Royal Challengers Bangalore—testament to a marketing campaign that began brewing in the boardroom nearly eight months ago.
Dream11 chief marketing officer Vikrant Mudaliar orchestrated what industry insiders describe as a “logistical hat-trick” by corralling Bollywood heavyweights Ranbir Kapoor and Aamir Khan alongside cricketing royalty Rohit Sharma, Hardik Pandya, Rishabh Pant and Suryakumar Yadav for this season’s television commercial.
The campaign’s central question—”Aap key team mein kaun?” (Who’s in your team?)—taps into the very essence of fantasy cricket while resonating with fans across the subcontinent. With Dream11 already boasting 240m users, Mudaliar’s sights are firmly set on the next 100m cricket-mad Indians.
“We needed a reach of 500-600 million,” he revealed to Storyboard18. “Only cricket and the IPL and Indian cinema combined can deliver that level of exposure.” The campaign, directed by Nitesh Tiwari of Dangal fame, required military-precision planning with multiple sets, parallel shoots and a complex scheduling ballet to accommodate the stars’ limited availability.
The adverts, filmed over several days in party settings, in planes, showcase something rarely seen in Indian advertising: self-deprecation from genuine celebrities. “The ability to poke fun at oneself requires a certain maturity,” noted Mudaliar. “Much of the humour came from the celebrities themselves.”
Such starry productions don’t come cheap, with budgets reportedly running into crores. However, Dream11 has optimised its marketing spend by stepping back from co-presenting sponsorship of IPL broadcasts, instead betting big on creative quality.
The strategy appears to be paying dividends. While Amit Sharma, chief technology officer, and his team work feverishly behind the scenes to keep the platform running smoothly under unprecedented traffic on Day 1 of the IPL as Virat Kohli blasted RCB to a victory over reigning champions KKR, Dream11’s war room is celebrating a return on investment that even the shrewdest fantasy cricket player would envy.
As Vikrant might say: when you’ve got the Hitman, Pandya, Sky, Rishabh, Aamir Khan and Ranbir Kapoor on your team sheet, century-making becomes considerably easier.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
