JioCinema has launched its TATA IPL campaign, which stars MS Dhoni and Suryakumar Yadav.

The pan-India campaign, titled Digital India Ka Digital TATA IPL, also stars popular actors Shweta Tripathi and Abhishek Banerjee and aims to generate excitement about watching TATA IPL digital for free with a slew of fan-friendly features.

The TV commercial, which was released in 11 languages, is a satire on the repetition of appointment viewing.

The campaign’s lead promotional film, directed by top ad filmmaker Amit Sharma, is set in a small-town sweetmeats shop where a group of friends gathers to watch the TATA IPL, albeit digitally, and this is where the campaign’s core message comes into play.

It depicts Dhoni and Yadav amid their respective matches, only to be abruptly and amusingly interrupted to discover that live match action is being controlled by this group of friends.

More bystanders join this group of friends as they try out this exciting new way to watch the TATA IPL. The cricketers break the fourth wall and beg fans not to tinker with the screen too much, whether it’s with camera angles or replaying key moments, and instead let them play.

This exchange cleverly conveys the underlying thought by demonstrating how watching the TATA IPL on JioCinema provides fans with an unprecedented level of autonomy during live action, something that TV cannot provide.