ADVERTISEMENT
Dream11’s latest IPL campaign, featuring an all-star cast of Bollywood icons like Aamir Khan and Ranbir Kapoor alongside top cricketers such as Rohit Sharma, Hardik Pandya, and Jasprit Bumrah, is earning praise for its entertaining, punchline-packed execution. Many consider the ad a playful, nostalgia-infused battle of team-building. Beyond its script and entertainment value, the campaign is also drawing attention for its massive production scale.
Vikrant Mudaliar, CMO of Dream Sports, explains the core insight behind the campaign: "At Dream11, we have always aimed to make our campaigns relatable to sports fans. As with past campaigns, our goal this time was to convey a universal truth in a fun and engaging way. In both life and sports, building a great team is essential to success."
Mudaliar adds, "The players who make up a team play a crucial role in shaping its story and success. Choosing team members requires intelligence, judgment, and skill—something that's true in sports, life, and fantasy sports on Dream11. This insight led to the advertising idea, ‘Aapki team mein kaun?’ (Who’s in your team?), which was brought to life in a lighthearted way through a clash between two teams, Aamir11 and Ranbir11, led by two popular icons.”
Dr. Sandeep Goyal, Chairman of Rediffusion, highlights Dream11’s financial strength, stating, "Dream11 has deep pockets—first to produce a star-studded, long-format ad, and then to fund its extensive media run. This reflects the new advertising landscape, where digital brands with immense financial power dominate, while traditional brands struggle to afford even a single IPL spot. The gap is becoming more pronounced."
He continues, "This divide is a crucial factor in today’s advertising ecosystem, where digital brands like Dream11 can afford extravagant campaigns, unlike traditional brands that face challenges in gaining visibility during high-profile events like the IPL."
Ashish Bhasin, founder of The Bhasin Consulting Group, elaborates on high-budget campaigns for major events: "High-profile campaigns help cut through the clutter. Advertising during IPL, the Champions Trophy, or other major events means competing with hundreds of ads for consumer attention."
Bhasin adds, "A well-executed, entertaining ad with the right celebrities can help a brand stand out. But the key objective should be brand recall. If the ad’s messaging aligns with the brand identity, it strengthens the brand; otherwise, it fails to deliver the desired impact."
Branding expert Lloyd Mathias praises the ad’s execution, stating, "Toward the end, both Aamir and Ranbir are competing to build their teams—Aamir says, 'Rishabh is in my team,' and Ranbir counters with, 'Rohit is in my team,' reinforcing Dream11’s core proposition."
Mudaliar echoes this sentiment, emphasizing the strategic selection of talent. "Our budget varies based on the specific event we are promoting and the returns we expect. We have always been ROI-conscious, ensuring our spending aligns with this philosophy. This season is no different. Signing some of the biggest stars in Indian cricket and entertainment comes at a premium, but our investments in marquee endorsers are long-term, creating value throughout the year."
While the campaign undoubtedly benefits from star power—considering the hefty paychecks for A-list celebrities and cricketers—advertising is not just about visuals; it’s about emotional connection.
As Harish Bijoor, Business & Brand Strategy Specialist and Founder of Harish Bijoor Consults Inc. puts it, "This ad taps into childhood nostalgia—the way we pick teams, who gets chosen, and the playful rivalry in team selection."
Mudaliar further explains Dream11’s long-term strategy: "For multiple campaigns now, we’ve seen the value of building anticipation before the season launch and continuing the story with follow-up ads throughout. This year is no different. We aim to create standout, attention-grabbing content that sparks interest from the widest possible audience. Our setup film, ‘The Party,’ establishes the foundation for this year’s campaign and will be followed by shorter films that continue the narrative—‘Aapki Team Mein Kaun?’"
Dream11’s latest IPL campaign is a testament to how storytelling, nostalgia, and star power can come together to create a compelling advertisement. By blending humor, team-building dynamics, and the competitive spirit of sports, the campaign successfully engages a broad audience while reinforcing the brand’s core proposition.
As fantasy sports continue to grow in popularity, Dream11’s ability to craft engaging campaigns will be crucial in maintaining its dominance. The question now is—who’s in your team?
ADVERTISEMENT
At the Storyboard18 DNPA Conclave 2025, Union Minister Ashwini Vaishnaw spotlighted the critical role of traditional media in an evolving digital landscape. He emphasized that such gatherings can aid the govt in formulating more effective policies for a balanced and sustainable media ecosystem.
ADVERTISEMENT
To be held in March 2025, the Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to craft a future that resonates with purpose and vision.
ADVERTISEMENT
Advertising
Google ads costs soar: CPCs up 30%-100% across key industries, brands are fighting back
How it Works
'Bombay to Goa' to 'Yeh Jawaani Hai Deewani': Why Bollywood classics are back on big screens
Advertising
Omnicom is devouring IPG, Publicis might devour parts of Dentsu. WPP is weak too: Sir Martin Sorrell
Advertising
Maha Kumbh 2025: Top brand campaigns making a splash
How it Works
BREAKING: Ashwini Vaishnaw announces $1 billion fund to boost creators' economy
How it Works
Prasar Bharati-SHABD free subscription extended till March 2026 to help small media cos
Brand Makers
Flipkart elevates Akash Jain to Director of Marketing, Head of Media
Brand Makers
Rohit Chatter joins Angel One as Chief Data Officer
How it Works
Search and seizure operations at Amazon, Flipkart warehouses by BIS for selling unsafe products
Brand Marketing
Fast-fashion retailer Forever 21 files for bankruptcy for second time
Storyboard18 today has grown into the premier, multi-media destination for the news and the views that matter to the A&M community. In a short span of time, through its pioneering content and properties, Storyboard18 has become an aspiration platform where a mention matters more than the rest, setting the agenda and creating an impact for individuals, brands and businesses. Storyboard18 probes and provokes, igniting heated debates and discourse on the issues and topics that matter. Its breadth of content has grown to include trend-setting coverage of not only the advertising, marketing and media industries, but also startups, policy and tech. Storyboard18's IPs slate has grown to include marquee, aspirational properties like The Visionaries and Share The Spotlight. With its digital depth and television presence through two shows – Media Dialogues With Storyboard18 and the Storyboard18 weekend show, the brand has solidified its position as the apex platform for the A&M industry.
Partner with Us:
For sales and collaboration queries, reach out to
Have a query? Got feedback? Want to share tips or ideas? Our team would be happy to hear from you. Get in touch with us here:
Storyboard18@nw18.com
