Jio Studios is back again with a bang. Last week, a newer, friskier, and jazzier version of Jio Dhan Dhan Dhan campaign featuring none other than Bollywood star actor Deepika Padukone alongside cricketers from all the eight IPL teams was launched for the current season of Indian Premier League (IPL) 2018. And it has already begun creating quite a buzz, catching eyeballs and everybody’s attention.
While the entire campaign has been put together by the writers at Jio Studios, the campaign’s main commercial is directed by Bollywood’s ace choreographer Bosco Martis who has worked on innumerable popular numbers in many Bollywood movies.
The commercial begins with Deepika Padukone announcing celebration for India becoming world’s number one internet data consuming country. She gives data consumption a unique Indian spin by calling it ‘datagiri’, making it relatable in a playful ‘true to the soil’ sort of way. She throws open a party for the cricketers from all the IPL teams and dances along with them to the tune of Jio Dhan Dhana Dhan.
The commercial runs over an immensely catchy song that celebrates two of India’s pride – Jio and Ipl wherein various IPL teams engage in a light-hearted duel showing off their dance moves to one another. It ends up in a very easy-to-do hook step to the tune of Jio Dhan Dhana Dhan depicting the duo of cricket and Jio network. The ‘Sunn raha hai’ composer-singer Ankit Tiwari has sung and composed the track for this youthful campaign.
The catchy tune of Jio Dhan Dhana, which was quite a big hit with the viewers when the campaign first came out during the IPL 2017, continues to remain fresh in the minds of most Indians even after a year. The campaign drew much attention from all quarters due to its massive scale and ambition that mixed India’s varied cultures across regions with its most loved sport. Quite expectedly, it went on to become one of the biggest and most successful campaigns of the year. It had the highest top-of-the-mind recall, according to ‘IPL Watch,’ a study by mConsult, the strategic marketing and media consulting arm of GroupM.
Although the current campaign leverages the equity built from the most hummed tune, the similarities end there. The current campaign is about the new emerging India, a celebration of India’s achievements in the field of digital and mobile technology and the digital freedom that can be experienced by every Indian today. That the telecommunications giant Reliance Jio Infocomm has led India gaining this new distinction and freedom characterized by superior internet speeds and data usage is an undisputed fact.
Over and above this, Jio has also created a Play Along game application for the cricket lovers. This game, which asks the viewers to predict the outcome in the next over and answer cricket trivia can be played in between the overs during the telecast of IPL matches on TV and other media. Jio has promised to hand out many big prizes for the winners of the game.
A few teasers for the Jio Play Along featuring three cricketers from each of the IPL teams were also released with the campaign. Another set of interesting roll-outs were the humorous quips with these cricketers and actor-comedian Sunil Grover for the teaser of the Jio Dhan Dhana Dhan Live Show. Jio Dhan Dhana Dhan Live is an original program telecasted on Jio TV for the first time.
All of this is to be aired during the entire season of IPL 2018.
Jio Studio’s IPL 2018 campaign comes on the heels of a very successful Jio Football campaign that was aired during the recently concluded India Super League football matches.
The current IPL is another large scale TV commercial pulled off by Jio studios. “The entire campaign was conceptualised and executed in a short span of 9 days, with 8 cities to be travelled for the main ad shoot and 56 different edits to be done, it has been quite a ride for the entire team and it continues to be.” Said the head of Jio Studios, Aditya Bhat.
Apart from the new version of Jio Dhan Dhana Dhan commercial, the play-along and the dhan dhana dhan live show, the campaign also includes four separate Jio advertisements again starring Deepika Padukone that are being executed by Bollywood’s renowned director Karan Johar. These are expected to roll out soon.
Prior to IPL and ISL, the agency was known for breaking the internet with its viral digital content pieces like #11minutes, #dontlethergo, #khoonmeinhai which are all social cause videos with a quirky twist.