JioCinema taps into the power of MS Dhoni in Tata IPL 2024 campaign

JioCinema has rolled out their new campaign entitled 'Sab yahhaan, aur kahaan' (everyone is here, where else will they be?), featuring cricketer MS Dhoni. 

Conceptualised by The Script Room, the film's narrative features Dhoni portraying a dual role, embodying both a grandfather and his grandson. The storyline humorously unfolds as the grandson remains glued to his smartphone screen, engrossed in a thrilling Tata IPL match, while his grandfather, equally captivated by the game on his own device, begins to experience chest discomfort.

Amidst their rush to the hospital in an ambulance, even the medical attendant becomes absorbed in the match on his phone. Throughout the journey, the grandfather and grandson share lighthearted banter while continuing to follow the match on their respective devices in the back of the ambulance. The plot takes an unexpected turn when the grandfather belches, revealing that his discomfort was merely caused by indigestion. As a six is scored in the match, bringing cheers from all three characters, the film concludes with a humorous twist.

This campaign will be launched across various platforms including TV, digital, social media, and print.

Shagun Seda, creative marketing head, JioCinema, said, “The campaign draws from one of the biggest consumption shifts we’ve seen among viewers in recent times, as they migrate to digital from linear avenues to catch their daily dose of live sports action. The campaign idea ‘sab yahaan, aur kahaan!’ centre stages the ubiquity of watching the Tata IPL on digital, and JioCinema continuing to present the world’s biggest T20 tournament without any barriers to accessibility, affordability and language. Creatively, we attempted to present MS Dhoni in a manner that resonates with fans who cherish every minute of him in action.”

Ayyappan, founder, The Script Room, said, “This is more than just a campaign for us, it’s what large agency heads call “a mandate”. And what a crazy mandate it was, from cracking the central idea of ‘Sab Yahaan, Aur Kahaan!’, to working closely with the JioCinema team and scripting out multiple films, to jamming with the production team and seeing it through, it has been a hectic and emotionally gratifying journey. Thanks a lot to the JioCinema team for their trust and the camaraderie, couldn’t have asked for more. It also gives us great joy that they pushed us towards the best creative output. We are super happy with the work and hope everyone enjoys it.”

Credits:

Agency: The Script Room

Client: JioCinema

Production house: Early Man Films

Producer: Amarjeet