‘JioCinema Brand Spotlight gives brands a platform & fans a spectacle on IPL opening day'
Anup Govindan, Head of Revenue, Viacom18 Sports, talks about JioCinema’s preparations for IPL 2024 and offerings for advertisers
JioCinema, the official streaming platform for the upcoming TATA IPL 2024, has announced the first set of brands that will feature on its newly launched advertiser offering, JioCinema Brand Spotlight. Charged by Thums Up, Parle, Britannia, Dalmia Cements, PayZapp by HDFC Bank and Dream 11 will debut their respective campaigns for the TATA IPL 2024 during the first five overs of the opening game between MS Dhoni’s Chennai Super Kings and Royal Challengers Bangalore, on March 22.
exchange4media spoke to Anup Govindan , Head of Revenue, Viacom18 Sports, about JioCinema’s preparations for IPL 2024, its promise to make it the Super Bowl of India in terms of spectacle and pedigree, and what other offerings it has for advertisers looking to make the most of India’s tentpole sporting event.
“Our thought behind JioCinema Brand Spotlight was to provide brands with an exclusive platform for their opening day blitz and give fans a spectacle between the first five overs of the opening day match,” says Govindan.
“This season, we have India’s leading fantasy sports app, Dream11 join us for Brand Spotlight in addition to five other leading consumer brands who will debut their respective campaigns for the tournament. Besides this, the campaign makers and brand custodians will be able to take fans behind the scenes and share stories and insights on how the campaigns were built through the JioCinema brand spotlight rail on the JioCinema App,” he adds.
The plan is for Brand Spotlight to be a marquee advertising property in the years to come, with Govindan saying it will facilitate a one-of-a-kind marketer’s moment for the opening match of the future TATA IPL seasons by amplifying opening day fervour.
“For other matches, we have more engagement properties to offer, such as our free-to-play predict and win game Jeeto Dhan Dhana Dhan for every game of the season. We are on a journey to elevate the viewer’s experience with innovations across every touchpoint, and that journey will continue,” he says.
The platform plans to continue the 12-language, 18 feeds presentation of the league, with the addition of Haryanvi for the first time, to be headlined by Virender Sehwag. It has introduced impact properties like Scorecard Branding and Video Masthead, new options like vertical highlights, Ads for Business like Click to WhatsApp and Auto-fill Ads and integration opportunities, giving access to cricket’s biggest social media influencer pool, comprising 100+ cricketing legends/influencers and celebrities.
“In addition to the languages, we have custom feeds, namely the Insiders and Hangouts feed, and four camera angles which include the newly introduced Hero Cam. In essence, advertisers will have access to 18 feeds to choose from, depending on their scale, size, and objective of business, without any barriers,” he says.
This year, over 200 million viewers are expected to consume the TATA IPL via Connected TV and a total of 650 million to watch the season on digital platforms. “The onus of navigation is completely the advertiser’s prerogative based on their objective and priority, whether they would like to connect with consumers through mobile devices, Connected TVs, or otherwise,” says Govindan.
