IPL on Jio

Challenge

Jio wanted to create mass awareness during the IPL season for a game-changing update: for the first time, the entire IPL could be streamed for free on JioCinema. The challenge was cutting through the IPL noise — where multiple brands fight for attention — and making sure audiences across India knew this update in a way that felt relatable, engaging, and share-worthy.

Strategy

We built a creator-led campaign that tapped into the scale and diversity of India’s influencer ecosystem. Over 200 influencers from across the country — spanning regional creators, lifestyle voices, sports enthusiasts, and entertainment personalities — were engaged to deliver a unified yet localized message: “Watch IPL for free on JioCinema.”
The campaign leaned on scripted content tailored for each influencer’s style, ensuring both reach and authenticity. Distribution was spread across Instagram, YouTube Shorts, and regional platforms to maximize impact.

Result

The campaign delivered massive nationwide visibility, driving conversations and downloads for JioCinema during IPL. The use of 200+ influencers ensured penetration into multiple audience segments — from metros to Tier 2 & 3 cities — while keeping the message consistent. The campaign succeeded in positioning JioCinema as the go-to destination for IPL streaming, with significant uplift in awareness and engagement during the tournament.