JioStar has unveiled its campaign for the 2026 season of the Indian Premier League, titled ‘Ek Hoke Dekh’. As the official broadcast and digital partner, the network’s campaign centres on the idea of collective viewing, positioning the tournament as a unifying cultural moment for audiences across India.
The campaign film features cricketers Ruturaj Gaikwad, Shreyas Iyer, Krunal Pandya, Tilak Varma and Mohammed Siraj, bringing together recognisable league faces to drive relatability and scale. Conceptualised by ZeroFifty and produced by Jamic Films, the film adopts a high-energy, narrative-led format supported by a music-driven treatment.
The storyline opens in a tea shop, where a disagreement between two individuals over regional identity sets the tone. This conflict is interrupted by the cricketers, who reframe the narrative through their experiences in the league. The film highlights how players, despite their diverse origins, are embraced by fans in the cities they represent. This narrative device reinforces the campaign’s central message: that identity within the IPL transcends geography and is shaped by team affiliation and shared fandom.
Each player’s segment references their native roots while acknowledging the fan bases that support them across franchise cities. The storytelling builds towards a collective resolution, where rival fans come together, underlining the ‘Ek Hoke Dekh’ message. The campaign positions the IPL as both a competitive sporting event and a cultural platform that fosters unity.
Siddharth Sharma, head of content, sports, JioStar, said, “With 18 seasons of the TATA IPL behind us, team fandom has evolved into a social phenomenon. For two months every year, the lines of India’s diverse ethnic tapestry blur as the TATA IPL unifies fans, rendering all other differences irrelevant. Our films magnify this proposition and showcase how the infectious euphoria of the TATA IPL bonds and unites people across the nation like nothing else.”
Speaking about the campaign, Gaikwad said, “The film beautifully brings out a reality for many of us who play in the league. While we belong to a certain part of the country, the fans residing in the home city or State of our respective franchises have accepted and loved us as one of their own. The TATA IPL celebrates this and unites people in a way that no other league in the world does, and the campaign film brings it out beautifully.”
Shriram Iyer, co-founder, ZeroFifty, added, “ ‘Ek Hoke Dekh’ is a clarion call. The TATA IPL offers us a unique paradox- while it divides fans by franchise, it compels us equally to put aside all other ideas that divide us and come together to enjoy the game. Replete with rivalries, it is also an occasion that unites. The campaign is simply an invitation and a tribute to the spirit of unity.”
The campaign will run across broadcast and digital platforms, driving tune-ins to matches on JioHotstar and the Star Sports Network. By leveraging star power, culturally resonant storytelling and a unifying message, JioStar aims to amplify viewership while reinforcing the IPL’s positioning as a shared national experience.
The 19th season of the tournament will feature a mix of emerging players, established performers and experienced names, providing a strong backdrop for the campaign’s narrative. Through ‘Ek Hoke Dekh’, JioStar aligns its marketing strategy with the emotional and social dimensions of cricket consumption, using the platform to drive both engagement and scale.
