iWorld
More than 12 crore viewers tune-in to watch the TATA IPL 2023 final on JioCinema
Mumbai: JioCinema’s digital powerplay in TATA IPL 2023 broke global records to usher in a new era in sports viewing. The TATA IPL 2023 became globally the most watched digital event as JioCinema set an array of global benchmarks including more than 12 Crore unique viewers tuning-in to watch the most thrilling TATA IPL Finals ever.
JioCinema’s record breaking customer engagement in TATA IPL came with unique differentiators like 17 simultaneous feeds across 12 languages including 4K, with multi-cam views giving viewers an unprecedented degree of autonomy and stadium like experience through AR/VR and 360-degree viewing. All this led to an increase in the average time spent of more than 60 minutes per viewer per match.
JioCinema registered over 2.5 Cr. downloads, a record for the most installed app in a single day. After the unprecedented response through the first four weeks, JioCinema released 360-degree viewing feature to delight fans, showcasing the power of immersive fan engagement on digital. JioCinema delivered high audience engagement through simultaneous social engagement through Jeeto Dhan Dhana Dhan. JioCinema’s TATA IPL Fan Parks across 30 cities made out-of-home sports viewing omnipresent, for the first time on digital.
The excitement and fervor of TATA IPL 2023 reached a fever pitch during the Final as JioCinema set a new World Record as 3.21 Crore peak concurrency. The Official Digital Streaming Partner of TATA IPL registered over 1700 crore video views through the 16th edition.
“Record-breaking scale on JioCinema combined with targeting, the flexibility of cost, measurement, interactivity, reach, and integration offered significant advantages to its sponsors and advertisers,” said Viacom18 Sports CEO Anil Jayaraj. “The remarkable engagement and participation on digital marks an inflection point in the industry where both viewers and advertisers have made their preference clear making it a turning point for the way viewership as well AdEx is deployed going forward.”
JioCinema’s unrivalled customer engagement has been matched by extraordinary participation with 26 sponsors and more than 800 advertisers. The platform recorded the highest-ever number of advertisers on TATA IPL with JioCinema having more than 13 times the number of advertisers on broadcast TV. The faith and trust of advertisers ensured digital revenues were significantly higher than broadcast TV. 26 top brands partnered with JioCinema for their digital streaming of TATA IPL 2023, including (Co-Presenting Sponsor) Dream11, (Co-Powered) JioMart, PhonePe, Tiago EV, Jio (Associate Sponsor) Appy Fizz, ET Money, Castrol, TVS, Oreo, Bingo, Sting, AJIO, Haier, RuPay, Louis Philippe Jeans, Amazon, Rapido, Ultra Tech Cement, Puma, Kamla Pasand, Kingfisher Power Soda, Jindal Panther TMT Rebar, Saudi Tourism, Spotify and AMFI.
JioCinema’s unique two-way interactivity powered TATA IPL 2023 on Connected TV making it the preferred medium for premium urban households as its reach during the TATA IPL doubled that of HD TV within the first five weeks of the season. JioCinema had over 40 advertisers on Connected TV exclusively including international brands, financial services, e-commerce, autos, B2C, B2B brands.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
