JioCinema Rides High with Record 18 Sponsors for IPL 2024
Viacom18’s streaming platform JioCinema has hit a grand slam, securing an unprecedented 18 sponsors and over 250 advertisers for the upcoming IPL 2024 season. This remarkable feat underscores the platform’s growing dominance in the digital advertising space and the unwavering appeal of India’s premier cricketing spectacle.
Marquee Brands Join the Bandwagon
Leading the charge are marquee brands like Dream11 as the co-presenting sponsor, while heavyweights such as Tata Motors, HDFC Bank’s PayZapp, SBI, Cred, AMFI, Upstox, Thums Up’s Charged, Britannia, and Pepsi have joined as associate sponsors. The diverse roster also includes Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand, and Rapido, signifying the widespread recognition of JioCinema’s unparalleled reach.
Bridging the Digital-Traditional Divide
JioCinema’s sponsor lineup reflects the platform’s ability to bridge the gap between digitally-inclined categories and traditional advertisers. While sectors like automobiles, mobile handsets, banking, online broking, trading, credit card payments, and construction have embraced digital advertising wholeheartedly, the IPL 2024 has also witnessed a surge in interest from FMCG giants, indicating a seismic shift in advertising strategies.
A Game-Changing Viewing Experience
The streaming platform’s innovative approach to enhancing the IPL viewing experience has played a pivotal role in attracting this unprecedented level of sponsorship. JioCinema’s efforts to remove barriers to digital advertising and its multilingual presentation of the T20 league, including regional languages like Haryanvi, have resonated with audiences across the country, particularly in smaller towns.
Advertisers Embrace the Digital Future
As Viacom18’s spokesperson stated, India now prefers watching the IPL on mobile devices and Connected TVs, and advertisers have skewed their spends towards where the consumers are. The aggressive innovation JioCinema is bringing to the IPL viewing experience, coupled with efforts to remove barriers to digital advertising and democratize it, promises digital ad spending to only head upwards every season.
Leveraging the Power of Cricket
Brands have acknowledged the unparalleled opportunity IPL on JioCinema presents to drive awareness and engage with consumers. Parle Products sees it as a fabulous opportunity to take their brands to consumers when they are most receptive. HDFC Bank is planning an integrated campaign for its digital payments app PayZapp, recognizing cricket’s high engagement levels with customers. Dalmia Cement aims to educate aspiring homeowners about the importance of strong foundations through this massive platform.
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Sustained Brand Partnerships
Returning sponsors like Haier Appliances India and Britannia reiterate their commitment to the platform. Haier is excited to tap into the rapidly growing Connected TV viewing segment, allowing targeted and engaging brand experiences. Britannia celebrates the shared passion for excellence and enjoyment of sports lovers through campaigns like ‘Hungry for Gold’.
With an impressive roster of sponsors and advertisers from diverse sectors, JioCinema is poised to revolutionize the digital advertising landscape, leveraging the unmatched popularity of the IPL to drive unprecedented brand visibility and consumer engagement.
