Viacom18 announced TVS Eurogrip as the title sponsor for Jeeto Dhan Dhana Dhan, JioCinema’s predict and win game that launched last year. With a rise in interactive fan engagement and continued free streaming of sporting action beyond IPL such as India cricket, TVS Eurogrip will present the play and win-along game to fans throughout the India – England series.
Introduced during the IPL in 2023, Jeeto Dhan Dhana Dhan emerged as a success, with 50 million participants taking a shot at winning a prize. The announcement of a title sponsor for Jeeto Dhan Dhana Dhan comes on the back of a rise in gamification of content, a trend benchmarked by JioCinema with over a billion game plays last season of the IPL.
“Digital being a strong focus area for us, we see the partnership with Viacom18 on the TVS Eurogrip Tyres Jeeto Dhan Dhana Dhan contest as an engaging way to connect with our consumers – the new age, millennial and Gen Z riders,” P Madhavan, EVP sales and marketing, TVS Srichakra Limited, said.
As spectators become engrossed in the match-play, advertisers are presented with a chance to generate excitement for their brands. With the prospect of display exposure every over, Jeeto Dhan Dhana Dhan serves as a platform for brands to engage with audiences.
“We worked systematically to remove barriers to affordability last IPL, that enabled its free streaming at large. This linked the gap between the masses and brands that are looking for ways to meaningfully gamify and incentivise their communications with their audiences at scale,” said a Viacom18 spokesperson.