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JioCinema Launches IPL CTV Campaign with Kapil Dev and Jasprit Bumrah, Encourages Viewers to Watch on CTV

The second part of JioCinema’s Tv Dekho Toh Aise advertisement film, which features the TATA IPL 2024, has been released. In the advertisement, teenage bowler Jasprit Bumrah suggests watching the game on a smartphone, while former Indian cricketer and team captain Kapil Dev bats for Connected TV (CTV) viewers.

Sports competitions used to largely obtain media rights on conventional television networks by taking advantage of the big audience and general appeal of broadcast networks. But there’s been a big change in the digital landscape lately toward collaborations with over-the-top (OTT) platforms. This makes it possible for tournaments to profit from the expanding trend of streaming platforms and the growing CTV audience.

JioCinema is promoting watching the event on CTV with this advertisement. The premise of the campaign is the observation that more and more Indians are using over-the-top (OTT) services to watch live sports.

Video Credit: Jio Cinema

JioCinema’s CTV Strategy

JioCinema’s upbeat assessment of CTV is a deliberate reaction to Disney Star’s TV-focused marketing as well as the strategic pivot towards CTV as an important market. The quantity of screens that are in use has greatly expanded in India. The way CTV performed for the 2023 Cricket World Cup demonstrates how revolutionary the platform can make advertising.

The Tv Dekho Toh Aise campaign encourages viewers to watch CTV to feel the excitement of IPL matches. The commercial begins with Bumrah glued to an IPL match on his phone, and Dev joining him to watch the game together while snacking on a bowl of popcorn. Dev remarks about the practices of the younger generation engrossed in cellphones after noticing Bumrah’s concentration on his phone.

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The first game of the 17th Indian Premier League season is slated for March 22, 2024, at M.A. Chidambaram Stadium in Chennai, Tamil Nadu, between the Chennai Super Kings and Royal Challengers Bangalore. Watchers can watch the tournament live on JioCinema and Star Sports TV thanks to these platforms.