TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bangalore on March 22, 2024.

The treatment of the films, produced by Chrome Pictures, is banter-filled, as conversations between the two ace cricketers get dotted with tongue-in-cheek remarks at each other, all in good jest. The first film has Bumrah engrossed in watching the TATA IPL on his mobile phone, while Kapil Dev enters the scene and engages him in conversation. Bumrah is seen staking superiority for the way his generation consumes the TATA IPL, until Kapil challenges him, turning on a Connected TV, streaming the same content Bumrah was watching. The second film with the duo takes it a step forward in the same vein, as they discuss the capability of watching the TATA IPL in 4K, with one’s choice of camera angle and key moments.

The latest set of films from JioCinema are guided by India’s clear preference of watching their favourite sports content on Connected TV. All TV sets sold in the country over the past four quarters have been Connected TV’s. Last season, over 125 million people watched the TATA IPL on CTV and this year, about 200 million are expected to do so.

“While there is no doubt that India has gone digital in the way it watches the TATA IPL or any other live sport, Connected TV viewers are a rapidly growing subset within the digital universe,” said a Viacom18 Spokesperson. “Our films with Kapil Dev and Jasprit Bumrah drive home the message that the TATA IPL can not only be enjoyed at convenience with flexibility on a mobile phone but also with high-end features for free on Connected TV. It is the same thrill of the high-octane tournament but on a big screen with the viewer having complete control over the premium viewing experience. It is our submission to cricket fans to get a first-hand experience of how JioCinema is redefining the TV experience and hence the line, ‘TV Dekho Toh Aise’ in the campaign.”

Viewers will be able to catch the latest season for free in 4K across 12 languages, with multi-cam options and many more fan-engagement features including the much-loved contest Jeeto Dhan Dhana Dhan. Viewers can also continue to watch their preferred sports by downloading JioCinema (iOS & Android). For the latest updates, news, scores, and videos, fans can follow JioCinema on Facebook, Instagram, Twitter, YouTube, and WhatsApp and Sports18 on Facebook, Instagram, Twitter, and YouTube.

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The film, conceptualised by The Script Room and produced by Early Man Films, casts MS Dhoni in a unique double role of a grandfather and his grandson. It portrays the tongue-in-cheek story of a grandson glued to his phone screen as a riveting TATA IPL match unfolds, while the grandfather, also deeply engrossed in watching the same match on his phone, starts experiencing discomfort in his chest. On their way to the hospital in the ambulance, the medical attendant too now is seen watching the game on his phone while the grandfather and grandson humorously continue to watch the game on their respective phones at the back of the ambulance van. The plot takes a twist as the grandfather burps and they all realize the discomfort was due to a mere bout of gas. Just then a six goes off in the match, which cheers the three up, bringing the film to an end. The campaign will be breaking across TV, digital, social and print.

“The campaign draws from one of the biggest consumption shifts we’ve seen among viewers in recent times, as they migrate to digital from linear avenues to catch their daily dose of live sports action,” said JioCinema’s Creative Marketing Head Shagun Seda. The campaign idea ‘Sab Yahaan, Aur Kahaan!’ centre stages the ubiquity of watching the TATA IPL on digital, and JioCinema continuing to present the world’s biggest T20 tournament without any barriers to accessibility, affordability and language. Creatively, we attempted to present MS Dhoni in a manner that resonates with fans who cherish every minute of him in action.”

“This is more than just a campaign for us, it’s what large agency heads call “a mandate”. And what a crazy mandate it was, from cracking the central idea of ‘Sab Yahaan, Aur Kahaan!’, to working closely with the JioCinema team and scripting out multiple films, to jamming with the production team and seeing it through, it has been a hectic and emotionally gratifying journey,” said Ayyappan, Founder, The Script Room. “Thanks a lot to the JioCinema team for their trust and the camaraderie, couldn’t have asked for more. It also gives us great joy that they pushed us towards the best creative output. We are super happy with the work and hope everyone enjoys it.”

TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bangalore on March 22, 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages including Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

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