As the TATA IPL frenzy hits a fever pitch ahead of the 2024 season, JioCinema launched its campaign for what promises to be yet another exciting edition.
Can you even imagine MS Dhoni in an older look with white moustache and white hair? Well, brace yourselves for that.
The campaign features three ad films, the first of which stars MS Dhoni in a double role. All three ad films spotlight the collective excitement of watching the TATA IPL on digital. The campaign is built on the insight that an increasing number of Indians are now opting to consume live sport on digital, including the TATA IPL which saw a record reach of 449 million last season on JioCinema.
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 soon.