JioCinema, the official streaming platform of the Indian Premier League (IPL), has revealed the initial lineup of companies that will be highlighted on JioCinema Brand Spotlight, a newly released advertiser innovation.
The first five overs of the inaugural IPL 2024 match between the defending champions, Chennai Super Kings (CSK), against Royal Challengers Bangalore (RCB) on March 22 will mark the debuts of Charged by Thums Up, Parle, Britannia, Dalmia Cements, and HDFC PayZapp‘s separate campaigns.
The five businesses will have an unprecedented marketer’s moment via JioCinema Brand Spotlight, which will give them priority access to launch their exciting IPL opening day blitz. The campaign creators and brand custodians will share exclusive insights and anecdotes about how the campaign and brand film featured on JioCinema Brand Spotlight was created.
On a dedicated JioCinema brand highlight rail on the JioCinema App, visitors will be able to see these campaign stories.
Viacom18 Sports Head of Revenue, Anup Govindan, commented, “The mood around the opening day of the TATA IPL has evolved over the years to become a moment where fans don’t just anticipate thrilling match action but also eagerly look forward to brands putting their best creative foot forward. With digital, it is possible to harness this euphoria into an actionable moment for advertisers and that is where Brand Spotlight comes to the fore.
“We are delighted to have Charged by Thums-Up, Parle Products, Britannia, Dalmia Cements, and PayZapp by HDFC Bank on board with us. The first five overs of the TATA IPL 2024 are going to be historical with the spotlight on these brands, and we believe Brand Spotlight is going to be an anchor offering in the coming years.”
Speaking about partnering with JioCinema, Ravi Santhanam, Group Head, Chief Marketing Officer and Head – Direct to Consumer Business, HDFC Bank, said, “Our PayZapp campaign for the TATA IPL is built on the idea that customers can pay anyone, anyhow, anywhere and we felt this proposition synchronises almost perfectly with JioCinema’s vision for digital, which is to make digital omnipresent. Introducing this communication right at the beginning of the season under Brand Spotlight is going to help us give it the platform it deserves by taking it far and wide in the country.”
Amit Doshi, Chief Marketing Officer, Britannia, said, “With Hungry For Gold, we aspire to instill pride in every Indian and inspire a nation hungry for victory in all arenas. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for various sports. We are excited to partner with JioCinema for Brand Spotlight to make this message reach millions.”
Sameer Nagpal, COO, Dalmia Cement (Bharat) Ltd, said, “We have tried to make our communication highly distinctive from the norms of the cement category. We have a clearly differentiated consumer proposition, and have presented it in a unique style using engaging visuals and music, along with one of the most unique stars of this generation, Ranveer Singh. We truly feel that JioCinema’s Brand Spotlight will do justice to our creative efforts by giving our campaign the kind of reach and scale that only TATA IPL on JioCinema can.”
Mayank Shah, VP – Parle Products, said, “The objective behind our TATA IPL 2024 campaign is to further our cause started in 2017-18 of positioning ‘Parle’ from ‘House of Brands’ to a ‘Branded House’ while building an emotional connect with consumers. Our TVC is packaged to deliver the message with classic elements of wit and humour, but underscores the core thought of positioning Parle as a top corporate brand.
“We took that finished product to JioCinema’s Brand Spotlight, as in addition to giving us unprecedented reach and customization options, the Brand Spotlight rail on the app is a great platform to take viewers behind the scenes to talk them through this campaign in a never-been-done-before manner.”