Ad Campaigns
MS Dhoni, Suryakumar Yadav bat for a new experience in JioCinema’s TATA IPL campaign
Mumbai: JioCinema kicked off its TATA IPL campaign starring MS Dhoni and Suryakumar Yadav. Titled Digital India Ka Digital TATA IPL, the pan-India campaign also features popular actors Shweta Tripathi and Abhishek Banerjee and is aimed to trigger excitement about watching TATA IPL on digital for free with a slew of fan-friendly features.
The TVC, released in 11 languages, is a satire on the redundancy of appointment viewing. directed bybad filmmaker Amit Sharma, the campaign’s lead promotional film is set in a small-town sweetmeats shop where a group of friends bunch up to watch the TATA IPL, albeit digitally, and that’s where the core message of the campaign kicks in. It features Dhoni and Yadav caught in the thick of their respective matches, being abruptly and humorously interrupted only to find out that live match action is, in fact, being controlled by this group of friends.
More bystanders come and join this group of friends as they sample this exciting new way of experiencing the TATA IPL. The cricket stars break the fourth wall and plead with the fans not to tinker with the screen too much, be it with the camera angles or replaying key moments, and instead allow them to carry on playing. The underlying thought is ingeniously put forward through this exchange, by demonstrating how watching the TATA IPL on JioCinema offers fans an unprecedented degree of autonomy during live action, something that TV cannot offer.
“Consumers are embracing interactivity across lifestyle digital services. Screen gestures like scrolling, swiping, pinching, zooming and scrubbing have become muscle memory. So why should the TATA IPL still be watched the old-fashioned, passive way? Our campaign attempts to reboot consumers’ expectations about how they will experience the TATA IPL this season. Through a suite of immersive fan-centric digital offerings, JioCinema will hand over the power to fans and viewers, giving them unprecedented control over how, when, and where they watch their favourite teams and players,” said Viacom18’s creative head of marketing, Shagun Seda.
“JioCinema is going to change the way we watch TATA IPL forever. Our campaign speaks to India’s youth who demand and get the maximum out of their digital entertainment. JioCinema is the best app to offer them the TATA IPL experience like never before,” said Ogilvy India chief creative officer, Sukesh Nayak
The campaign Digital India Ka Digital TATA IPL will also feature a slew of other TVCs that will hero a series of features – be it free-streaming, first-time ever 4K streaming, commentary in 12 languages, multicam mode, 360 VR, multiple feeds that will elevate the average fan’s viewing experience. Conceptualised by Ogilvy and produced by Chrome Pictures, Digital India Ka Digital TATA IPL is a 360-degree campaign spanning print, digital, and OOH avenues, among others.
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.
