In a strategic move to boost interactive fan engagement, Viacom18 has revealed TVS Eurogrip as the title sponsor for JioCinema’s popular predict and win game, Jeeto Dhan Dhana Dhan.
The collaboration is set to elevate the gaming experience for fans during the upcoming India–England cricket series, Financial Express has reported.
Jeeto Dhan Dhana Dhan, introduced during the IPL in 2023, garnered immense success with 50 million participants trying their luck at winning various prizes, including 60 fortunate contestants who drove away with a premium hatchback. The game quickly became a platform for inspiring stories of changed fortunes from India’s heartlands in just one season of IPL, the FE report said.
The announcement of TVS Eurogrip as the title sponsor aligns with the rising trend of gamification in content, pioneered by JioCinema, which recorded over a billion game plays during the last IPL season.