JioCinema continues to make waves in the world of sports entertainment with its new campaign, ‘TV Dekho Toh Aise,’ featuring cricket legends Jasprit Bumrah and Kapil Dev.

Following the recent inclusion of MS Dhoni in a double role for the inaugural TATA IPL 2024 campaign, JioCinema has once again taken a creative approach to showcase its Connected TV proposition.

Produced by Chrome Pictures, the banter-filled films highlight the manifold features of the JioCinema platform, emphasizing the transition from a ‘lean-back’ to a ‘lean-forward’ viewing experience, granting fans unprecedented autonomy. The campaign focuses specifically on viewers who prefer watching TATA IPL on both digital devices and big screens.

In the first film, Bumrah, engrossed in watching TATA IPL on his mobile phone, encounters Kapil Dev, who challenges him by seamlessly switching to a Connected TV, streaming the same content. The second film delves deeper into the discussion, exploring the capability of watching TATA IPL in 4K with customizable camera angles and key moments.

TATA IPL 2024 is set to kick off on JioCinema with the southern derby between MS Dhoni’s Chennai Super Kings and Royal Challengers Bangalore on March 22, 2024.

The campaign aligns with India’s growing preference for watching sports content on Connected TVs, with all TV sets sold in the country over the past four quarters being Connected TVs. Last season, over 125 million people watched TATA IPL on Connected TVs, and this year’s projection stands at around 200 million viewers.