The Reliance Group has drawn all its resources together for the Jio Indian Premier League campaign – in a more professional and creative manner. In a major shift from the traditional television video campaigns – India’s largest mobile service network has tied up with Viacom 18 Group general entertainment channel Colors to drive home the best possible brand advantage this IPL season.
Jio’s Dhan Dhana Dhan campaign in the new avatar will be a series of hour-long comedy genre shows on the Viacom 18 groups GEC channel Colors. The Jio Dhan Dhana Dhan show, to run during IPL Season this year, will have the Guthi and Doctor Mashoor Gulati-famed actor Sunil Grover in a new character – Professor LBW. The comedy genre show to derive the best mileage home will feature players from the all the eight IPL teams.
The first episode on youtube has already been an instant hit with close to one lakh views within a couple of days after its release.
Reliance Jio has also launched a ‘Jio Cricket Season Pack’ which offers 102 GB data for Rs 251 and will be valid for 51 days throughout the IPL. The pack will allow Jio users to watch IPL matches live. Jio has partnered official IPL media rights owner Star India to offer IPL live streaming for free to its customers.
The first of its kind brand promotion and sponsorship initiative, Sony’s Dhan Dhana Dhan laughter show on Colors will also have some nostalgic IPL values. Faces of the IPL presentation team on Sony, Samir Kochar, Archana Vijay and Shivani Dandekar will also be seen hosting the show with Grover aka Professor LBW.
Jio has also launched a live mobile game ‘Jio Cricket Play Along’ where participants can plan and win prizes. ‘Jio Dhan Dhana Dhan LIVE’ will be the first of its kind amalgam of cricket and comedy.
The show will premiere exclusively on MyJio app to coincide with the grand IPL start on Saturday, April 7 at 7:30 pm. The live episodes on Colors will be broadcast on each Friday, Saturday and Sunday over the next two months.
Grover as Professor LBW will be joined by the Bhabhiji Ghar Par Hain-famed Shilpa Shinde and former Comedy Nights with Kapil show members Ali Asgar and Sugandha Mishra.
Jio this IPL season is the lone brand to have a sponsorship tie-up with all the eight teams.