As the excitement surrounding the TATA IPL reaches a crescendo ahead of the 2024 season, JioCinema has unveiled its campaign for what promises to be another thrilling edition of the tournament. The campaign comprises three ad films, the first of which features the iconic MS Dhoni in a dual role. All three films capture the collective thrill of experiencing the TATA IPL on digital platforms. The campaign is based on the insight that an increasing number of Indians are opting to consume live sports digitally, including the TATA IPL, which amassed a record reach of 449 million viewers last season on JioCinema.

Conceptualized by The Script Room and produced by Early Man Films, the film stars MS Dhoni in the roles of a grandfather and his grandson. It humorously depicts the story of a grandson engrossed in watching a thrilling TATA IPL match on his phone while his grandfather, also glued to the same match on his phone, begins to experience chest discomfort.

As they rush to the hospital in an ambulance, even the medical attendant is seen watching the match on his phone, while the grandfather and grandson continue to follow the game from the back of the ambulance. The plot takes a humorous turn when it is revealed that the grandfather's discomfort was merely due to a bout of gas. Just then, a six is hit in the match, lifting the spirits of the trio and bringing the film to a delightful conclusion. The campaign will be rolled out across TV, digital, social media, and print platforms.

JioCinema's creative marketing head, Shagun Seda, commented, “The campaign taps into one of the most significant shifts in viewership habits, as audiences increasingly turn to digital platforms to enjoy live sports content.” She added, “The campaign theme, ‘Sab Yahaan, Aur Kahaan!’, highlights the ease and accessibility of watching the TATA IPL on digital platforms, with JioCinema offering barrier-free access to the world’s biggest T20 tournament. Creatively, we aimed to present MS Dhoni in a manner that resonates with fans who cherish every moment of his on-field brilliance.”

Ayyappan, founder of The Script Room, expressed his enthusiasm for the project, stating, “This campaign has been more than just an assignment for us; it’s been a mandate. From conceptualizing the central theme of ‘Sab Yahaan, Aur Kahaan!’ to collaborating closely with the JioCinema team on multiple films, to working with the production team to bring our vision to life, it has been a hectic yet fulfilling journey.” He added, “We are thrilled with the outcome of our efforts and hope that audiences will enjoy watching these films as much as we enjoyed creating them.”

The much-anticipated TATA IPL 2024 will kick off on JioCinema with a high-octane southern derby as MS Dhoni's Chennai Super Kings take on Royal Challengers Bangalore on March 22, 2024. Viewers can watch the latest season for free in 4K resolution across 12 languages, including the newly introduced Haryanvi language. The coverage will include multi-cam options, including the popular Hero Cam, as well as other fan-engagement features like Jeeto Dhan Dhana Dhan. Viewers can catch all the action by downloading the JioCinema app.

Campaign Credits:

Agency: The Script Room

Production House: Early Man Films

Director: Abhinav Pratiman

Producer: Amarjeet