Mother Dairy has launched a connected TV (CTV) campaign on JioHotstar during the Indian Premier League 2026, marking a strategic shift towards contextual, in-moment brand integration. Conceptualised and executed by WPP Media, the campaign is designed to embed the brand within high-engagement viewing moments, moving beyond traditional advertising formats.
The initiative reflects a broader evolution in media strategy, where brands are aligning with culturally significant events to drive both visibility and emotional resonance. By leveraging the scale and immersive nature of CTV, Mother Dairy aims to strengthen brand salience and recall across diverse audience segments, spanning geographies and demographics.
At the core of the campaign is a multi-layered integration across JioHotstar’s CTV ecosystem. This includes ‘Closer to Live’ placements, ensuring visibility during key match moments, as well as pre-show integrations that enable contextual storytelling before gameplay begins. The brand is also embedded within milestone moments such as half-centuries and centuries, aligning itself with emotionally charged instances that define the IPL viewing experience.
This approach allows Mother Dairy to transition from being associated primarily with everyday consumption to becoming part of shared cultural experiences. By integrating into moments of peak engagement, the brand positions itself within the collective excitement and celebration that characterises the tournament.
Jayatheertha Chary, managing director, Mother Dairy said, “Cricket is more than just a sport in India, it is a unifying force, deeply ingrained in the fabric of the nation and cherished across generations. Tournaments of this scale offer a powerful platform for brands like Mother Dairy to connect with millions of passionate fans nationwide, while driving strong visibility and recall. Through our strategic presence on JioHotstar and engaging in-tournament integrations, we aim to celebrate the spirit of the game, amplify the excitement, and be a proud part of the nation’s shared cricketing joy.”
Navin Khemka, president – client solutions, south asia, WPP Media added, “In a landscape where attention is increasingly fragmented, the ability to embed brands within moments of collective engagement becomes critical. This partnership is designed to move beyond conventional visibility to create a more connected and contextual brand experience, where planning, activation and engagement come together seamlessly. By leveraging the scale of CTV and the cultural significance of IPL, we are enabling Mother Dairy to participate in moments that drive both immediate impact and long-term brand equity.”
The campaign underscores the growing importance of contextual advertising, where relevance and timing play a central role in driving impact. The use of CTV enables a more immersive viewing experience, allowing brands to integrate seamlessly into content rather than interrupt it.
Overall, the collaboration highlights a shift towards experience-led media planning, combining strategic placements with real-time engagement opportunities. By embedding itself within key tournament moments, Mother Dairy aims to create a more cohesive and memorable brand presence, reinforcing both short-term recall and long-term equity.
