Sports
Diamond Raja gets the Sunrisers dancing in Netflix’s latest IPL campaign film
Sunil Grover’s beloved character pulls the Hyderabad squad into an alternate universe in the newest instalment of Netflix’s Chill Like a Champion series
Mumbai: The final over is done, the bats are racked and the Sunrisers Hyderabad dressing room is ready for its real entertainment to begin. Netflix, the official entertainment partner of the Sunrisers, has dropped the latest film in its Chill Like a Champion campaign, and it is loud, daft and very deliberate fun.
The film opens with the squad unwinding after a long day on the field by tuning into Netflix, where they stumble into Diamond Raja, Sunil Grover’s scene-stealing avatar from The Great Indian Kapil Show. One moment they are slumped on sofas; the next, they have been pulled bodily into Diamond Raja’s world, all high-energy choreography, theatrical excess and a custom, lyrically reworked version of his signature song, Slowly Slowly. The rewrite doubles as a tongue-in-cheek nudge to slow down, switch off and enjoy the moment. Cricketers Ishan Kishan, Abhishek Sharma and Travis Head are all swept along for the ride.
The film is stuffed with winks at fan-favourite Netflix titles, including Pushpa and the K-drama When Life Gives You Tangerines, threading cricket’s biggest downtime into the streamer’s broader content universe.
Grover, for his part, seems to have relished every second of it. “Netflix has certainly surprising ways to inspire and excite you as an artist,” he said. “This collaboration brought together the best of two worlds, cricket and entertainment. Coming together with the stellar cricketers Ishan Kishan, Abhishek Sharma and Travis Head was such a delightful experience. Getting to bring Diamond Raja into this mix was an interesting way to make this even more special. It is playful, happy, it is dramatic, and it shows how entertainment can completely pull you into another world. Just like what Netflix does.”
The Chill Like a Champion campaign spans several films, each catching cricket’s biggest names in their post-match, unheroic best, hooked to a screen and very much off the clock. The Sunrisers film is the latest addition to the series.
Netflix describes itself as one of the world’s leading entertainment services, offering TV series, films, games and live programming across genres and languages, available anytime, anywhere.
Diamond Raja is back, the Sunrisers are dancing and, if Netflix has its way, so is the rest of India.
Sports
IPL 2026 ad race sees digital-first categories dominate CTV
E-commerce leads CTV with 35 per cent share; Google tops linear TV
MUMBAI: In the IPL’s biggest face-off yet, it’s not just bat versus ball, it’s screen versus screen. And in IPL 2026, connected TV seems to be playing a very different game from traditional television. Fresh data from TAM Sports shows that advertising trends across Linear TV and CTV diverged sharply during the first 22 matches of the tournament, underlining how brands are splitting strategies across platforms.
On CTV, digital-first categories clearly stole the spotlight. E-commerce media, entertainment and social media alone accounted for a commanding 35 per cent share of ad volumes, followed by e-commerce services at 12 per cent. Smartphones (8 per cent), cars (7 per cent) and air conditioners (5 per cent) rounded off the top five, signalling a strong tilt towards tech-savvy, urban audiences.
Linear TV, however, told a more traditional story. Mouth fresheners led with a 14 per cent share, followed by e-commerce services at 12 per cent. Categories such as e-wallets, financial institutions and paints each held a 6 per cent share, reflecting mass-market consumption patterns that continue to anchor broadcast television.
The advertiser mix further highlights this split. On CTV, Star India (JioHotstar) dominated with a hefty 35 per cent share, followed by Google at 20 per cent. Havells India and Renault India each accounted for 4 per cent, while Reliance Consumer Products stood at 3 per cent.
On Linear TV, Google emerged as the top advertiser with a 13 per cent share, followed by Reliance Consumer Products at 9 per cent. Vishnu Packaging and Havells India held 6 per cent each, with K P Pan Foods at 5 per cent.
Despite these differences, there was notable overlap. More than 25 categories and over 20 advertisers were common across both platforms during the 22-match period. E-commerce, mouth fresheners, cars and paints featured prominently across screens, while brands like Star India (JioHotstar), Google and Reliance Consumer Products maintained strong cross-platform presence.
Yet, exclusivity is where the divergence becomes sharper. CTV saw over 15 exclusive categories and more than 25 exclusive advertisers, including smartphones, astrologers and fast food outlets. Linear TV mirrored this with over 15 exclusive categories and 20-plus advertisers, led by chocolates, jewellery and personal care.
The broader takeaway is clear. IPL advertising is no longer a one-screen strategy. CTV is fast emerging as a playground for digital-native, high-engagement categories, while Linear TV continues to deliver scale for traditional mass brands.
As the tournament progresses, one thing is evident: in the advertising IPL, it’s not just about where the eyeballs are, it’s about which screen they’re on.
