MUMBAI: As cricket-mad Indians prepare to be glued to their screens for the Tata Indian Premier League (IPL), JioStar is padding up to bowl advertisers a rather tempting delivery. The media behemoth is launching the second innings of Brand Spotlight—a scheme to showcase select commercials exclusively during the golden first six overs of matches, when viewership hits fever pitch.
For the first time, this advertising honeypot will extend beyond digital platforms to linear television, allowing deep-pocketed sponsors to splash their wares during the tournament’s opening clash on Star Sports. A veritable who’s who of Indian advertisers—including My11Circle, Campa Energy, GPay, Birla Opus, Poker Baazi, PhonePe, Thums Up, Dream 11, TVS, Asian Paints, MRF, Joy Consumer Products and Carat Lane—have stumped up handsomely for the privilege.
“The opening match at IPL is a marquee moment in India’s sporting calendar, commanding unmatched audience attention,” said an excited JioStar chief business officer for sports revenue, SMB and creator Ishan Chatterjee. “Brand Spotlight places brands at the centre of this excitement.”.
JioStar’s masterstroke includes a dedicated Brand Spotlight content tray on the JioHotstar app, where advertising mavens will explain the creative genius behind their commercials. This behind-the-scenes peek aims to transform mundane adverts into “cultural moments”—corporate-speak for “please don’t skip our ads.”
Last year’s maiden venture proved quite the crowd-pleaser, with six brands dominating the crucial early overs of the curtain-raiser between Kolkata Knight Riders and Royal Challengers Bangalore. Unlike traditional ad spots, where viewers typically dash to the loo or frantically search for the remote, these commercials enjoyed what JioStar calls “uncluttered and appointment-driven visibility”—a fancy way of saying “you can’t escape them.”
What JioStar is attempting—with considerable chutzpah—is to create India’s version of America’s famed Super Bowl advertising extravaganza, where commercials often generate more buzz than the sporting action itself.
By transforming IPL’s opening overs into prime advertising real estate, JioStar is exploiting cricket’s vice-like grip on the national psyche. It’s a textbook case of capitalism meeting cricket fever—a marriage made in commercial heaven.
Whether viewers will embrace this Super Bowl moment or simply use it as an opportunity to stock up on samosas or kathi rolls remains to be seen. But one thing is certain: in the battle for eyeballs, JioStar has just hit advertisers for a commercial six.
