Jio Cinema's 'Digital India Ka Digital Tata IPL'campaign is a satire on the redundancy of appointment viewing

JioCinema has kicked off its IPL campaign starring MS Dhoni and Suryakumar Yadav along with actors Shweta Tripathi and Abhishek Banerjee. The campaign is a satire on the redundancy of appointment viewing.

The TVC has been released in 11 languages. 

Titled ‘Digital India Ka Digital Tata IPL’, the JioCinema campaign is aimed at triggering excitement about watching the League on digital for free with a slew of fan-friendly features.

Conceptualised by Ogilvy and produced by Chrome Pictures, ‘Digital India Ka Digital Tata IPL’ campaign is a 360-degree campaign spanning print, digital, and OOH avenues, among others. 

Directed by filmmakers Amit Sharma and Aman Rai, along with Abhishek Notani as the producer, the campaign’s lead promotional film is set in a small-town sweetmeats shop where a group of friends gather to watch the IPL, albeit digitally, and that’s where the core message of the campaign kicks in. 

The TVC also 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 new way of experiencing the 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 put forward through this exchange, by demonstrating how watching the 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 Shagun Seda, Creative Head of Marketing, Viacom18.

As per Sukesh Nayak, Chief Creative Officer, Ogilvy India, “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.” 

Moreover, 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, multi-cam mode, 360 VR, multiple feeds that will elevate the average fan’s viewing experience. 

The 2023 season of IPL commences on March 31, with defending champions Gujarat Titans taking on Dhoni-led Chennai Super Kings at the Narendra Modi Stadium in Ahmedabad. The League will be available for live-viewing on a cost-free basis on JioCinema which is available to Airtel, Vi, Jio and BSNL subscribers.

Credits:

Agency Team: Piyush Pandey (Executive Chairman and Creative Director, South Asia), Sukesh Nayak (Chief Creative Officer, Ogilvy India), Hirol Gandhi (President and Head of office, Mumbai and Kolkata), Hemant Sharma (Group Creative Director, Copy). Sagar Jadhav (Group Creative Director, Art), Ajey Shetty (Vice President, Account Management), Keyur Deo (Group Account Manager) 

Production House: Chrome Pictures

Directors: Amit Sharma and Aman Rai

Producer: Abhishek Notani

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