Ad Campaigns
JioCinema & MS Dhoni pad-up for an encore with TATA IPL 2024
Mumbai: As the TATA IPL frenzy hits a fever pitch ahead of the 2024 season, JioCinema launched its campaign for what promises to be yet another exciting edition. The campaign features three ad films, the first of which stars MS Dhoni in a double role. All three ad films spotlight the collective excitement of watching the TATA IPL on digital. The campaign is built on the insight that an increasing number of Indians are now opting to consume live sport on digital, including the TATA IPL which saw a record reach of 449 million last season on JioCinema.
The film, conceptualised by The Script Room and produced by Early Man Films, casts MS Dhoni in a unique double role of a grandfather and his grandson. It portrays the tongue-in-cheek story of a grandson glued to his phone screen as a riveting TATA IPL match unfolds, while the grandfather, also deeply engrossed in watching the same match on his phone, starts experiencing discomfort in his chest. On their way to the hospital in the ambulance, the medical attendant too now is seen watching the game on his phone while the grandfather and grandson humorously continue to watch the game on their respective phones at the back of the ambulance van. The plot takes a twist as the grandfather burps and they all realize the discomfort was due to a mere bout of gas. Just then a six goes off in the match, which cheers the three up, bringing the film to an end. The campaign will be breaking across TV, digital, social and print.
“The campaign draws from one of the biggest consumption shifts we’ve seen among viewers in recent times, as they migrate to digital from linear avenues to catch their daily dose of live sports action,” said JioCinema’s creative marketing head Shagun Seda. The campaign idea ‘Sab Yahaan, Aur Kahaan!’ centre stages the ubiquity of watching the TATA IPL on digital, and JioCinema continuing to present the world’s biggest T20 tournament without any barriers to accessibility, affordability and language. Creatively, we attempted to present MS Dhoni in a manner that resonates with fans who cherish every minute of him in action.”
“This is more than just a campaign for us, it’s what large agency heads call “a mandate”. And what a crazy mandate it was, from cracking the central idea of ‘Sab Yahaan, Aur Kahaan!’, to working closely with the JioCinema team and scripting out multiple films, to jamming with the production team and seeing it through, it has been a hectic and emotionally gratifying journey,” said The Script Room founder Ayyappan. “Thanks a lot to the JioCinema team for their trust and the camaraderie, couldn’t have asked for more. It also gives us great joy that they pushed us towards the best creative output. We are super happy with the work and hope everyone enjoys it.”
TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bangalore on 22 March 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages including Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.
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.
