JioCinema has rolled out a campaign featuring MS Dhoni, Shweta Tripathi and Abhishek Banerjee to highlight its fan-centric features on digital.
Conceptualised by Ogilvy, the film aims to trigger excitement about watching Tata IPL digitally for free with a slew of fan-friendly features.
The film is set in a small-town sweet shop where a group of friends bunch up to watch Tata IPL digitally. The film showcases Dhoni and Yadav caught in the thick of their respective matches on the protagonist's mobile phone. The film then showcases the cricket players being humorously interrupted, only to find out that the live match action is controlled by this group of friends sitting in the sweet shop. More bystanders come and join this group of friends as they sample this exciting way of experiencing the IPL. The cricket stars plead with the fans not to tinker with the screen too much, be it with the camera angles or replaying key moments and instead allow them to carry on playing. The underlying thought is ingeniously put forward through this exchange, by demonstrating how watching the Tata IPL on JioCinema offers fans an unprecedented degree of autonomy during live action, something that TV cannot offer.
Shagun Seda, creative head, marketing, Viacom18, said, "Consumers are embracing interactivity across lifestyle digital services. Screen gestures like scrolling, swiping, pinching, zooming and scrubbing have become muscle memory. So why should the Tata IPL still be watched in the old-fashioned, passive way? Our campaign attempts to reboot consumers’ expectations about how they will experience the Tata IPL this season. Through a suite of immersive fan-centric digital offerings, JioCinema will hand over the power to fans and viewers, giving them unprecedented control over how, when, and where they watch their favourite teams and players."
Sukesh Nayak, chief creative officer, Ogilvy India, “JioCinema is going to change the way we watch Tata IPL forever. Our campaign speaks to India’s youth who demand and get the maximum out of their digital entertainment. JioCinema is the best app to offer them the Tata IPL experience like never before."
CREDITS:
Client: JioCinema
Agency: Ogilvy
Agency team: Piyush Pandey, executive chairman and creative director, South Asia; Sukesh Nayak, chief creative officer, Ogilvy India; Hirol Gandhi, president and head of office, Mumbai and Kolkata; Hemant Sharma, group creative director, copy; Sagar Jadhav, group creative director, art; Ajey Shetty, vice president, account management and Keyur Deo, group account manager.
Production house: Chrome Pictures
Director: Amit Sharma and Aman Rai
Producer: Abhishek Notani
