IPL is back and JIO Cinema is kicking off the sports season with a solid 'lineup' of commercials!
JioCinema is urging viewers to catch the IPL action on CTV, and they're pulling out all the stops with their latest campaign featuring cricket legends Kapil Dev and Jasprit Bumrah.
In the past, sports tournaments mostly aired on traditional TV channels, but times have changed. Nowadays, partnerships with OTT platforms like JioCinema are on the rise, tapping into the popularity of streaming services and CTV.
When Disney Star and Viacom18 snagged IPL rights in 2023, JioCinema secured digital media rights, while Disney Star got TV broadcasting rights. This split led to a clash between Disney Star and JioCinema over which platform was best for IPL viewing.
Now, with their ad "Tv Dekho Toh Aise," JioCinema is championing CTV for IPL matches. They've noticed that more and more Indians are turning to OTT platforms for live sports.
GroupM's recent report predicts significant growth in long-form streaming video by 2025, driven by free, ad-funded services, and subscription hybrids.
The battle between media giants is evident in their contrasting campaigns: Disney Star's "Shor on, Game on" to hype up the tournament, and JioCinema's "IPL on JioCinema," showcasing exclusive platform features.
In a surprising turn of events, JioCinema and Disney Star, now merged, are taking different routes to promote cricket. While Disney Star leans heavily on TV, JioCinema is advocating for cricket on CTV, expanding beyond mobile platforms.
JioCinema's emphasis on CTV isn't solely a response to Disney Star's TV-centric approach. It also reflects the growing popularity of CTV in India. The success of CTV during the 2023 Cricket World Cup highlighted its effectiveness for advertisements.
Their campaign, "TV Dekho Toh Aise," encourages viewers to experience IPL matches on CTV. The ad features Bumrah engrossed in the IPL on his phone, joined by Dev with popcorn, noticing Bumrah's attachment to his phone.
In a playful exchange, Bumrah quips, "Sir, this is your era. The true joy of IPL viewing is on JioCinema." Dev suggests switching to a larger screen (CTV), surprising Bumrah, who wonders if JioCinema is accessible on TV.
According to a report by FICCI-EY 2024, India is anticipated to have nearly a billion active screens by 2030. Pay TV, Free TV, and CTV are projected to be significant markets, each with 60 to 80 million households.
The 17th IPL season commences on March 22, 2024, with the Chennai Super Kings taking on Royal Challengers Bangalore in Chennai. Viewers can catch the live action on JioCinema or Star Sports TV channels.
