JioCinema launches TATA IPL campaign with MS Dhoni, Suryakumar Yadav

JioCinema has launched its TATA IPL campaign, which stars MS Dhoni and Suryakumar Yadav.

The pan-India campaign, titled Digital India Ka Digital TATA IPL, also stars popular actors Shweta Tripathi and Abhishek Banerjee and aims to generate excitement about watching TATA IPL digital for free with a slew of fan-friendly features.

The TV commercial, which was released in 11 languages, is a satire on the repetition of appointment viewing.

The campaign’s lead promotional film, directed by top ad filmmaker Amit Sharma, is set in a small-town sweetmeats shop where a group of friends gathers to watch the TATA IPL, albeit digitally, and this is where the campaign’s core message comes into play.

It depicts Dhoni and Yadav amid their respective matches, only to be abruptly and amusingly interrupted to discover that live match action is being controlled by this group of friends.

More bystanders join this group of friends as they try out this exciting new way to watch the TATA IPL. The cricketers break the fourth wall and beg fans not to tinker with the screen too much, whether it’s with camera angles or replaying key moments, and instead let them play.

This exchange cleverly conveys the underlying thought by demonstrating how watching the TATA IPL on JioCinema provides fans with an unprecedented level of autonomy during live action, something that TV cannot provide.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!