CRIC

Deepika Padukone & Ranveer Singh join 20 IPL cricketers in new Jio Fiber ad

Ideated and created by Jio Creative Labs, the campaign brings to focus Jio Fiber and its various use cases

e4m by exchange4media Staff
Updated: Oct 24, 2020 1:07 PM
deepika ranveer

This year, the Jio Dhan Dhana Dhan campaign features both Deepika Padukone Ranveer Singh, making the film twice as frolic and celebratory. Ideated and created by Jio Creative Labs, the campaign brings to focus the revolutionary Jio Fiber and its various use cases.

The objective behind the conceptualization of the campaign was to introduce Jio Fiber in the market and shed light on how Jio Fiber has made life convenient for everyone. The narrative of the film unfolds with relatable and pleasing scenarios that elaborate on the pillars of Jio Fiber- Learn from home, Work from Home, Health from Home, Shopping from home, Enhanced Video calling experience, and Entertainment at home amongst others. The commercial runs over the Jio Dhan Dhana Dhan track that celebrates both – Jio Fiber and IPL. Bollywood stars, Ranveer Singh and Deepika Padukone, come together with 20 cricketers from across IPL teams and groove to the iconic and immensely catchy tunes of Dhan Dhana Dhan.

The whole film encapsulates the essence of a massive celebration with singing and dancing. This amalgamation has resulted in the creation of a grand, larger-than-life campaign- that appeals to the spirit and sensibilities of every Indian. The main film is a part of a massive campaign with over 40 films & above. The films will feature Deepika Padukone, Ranveer Singh, cricketers across teams and top names across television & digital. The campaign will comprise of multiple 30 seconder ad films, each throwing light on a specific Jio Fiber feature and 10 seconder films with top cricketers talking about the use cases of Jio Fiber themselves. Jio Creative Labs successfully put together the campaign in about 2 weeks, overcoming the unavoidable challenges that the ‘new normal’ poses. The cricketers were filmed in Dubai, directed virtually, adhering to all necessary COVID-19 protocols. With its unparalleled level of grandeur, the campaign is set to catch eyeballs and grab everybody’s attention.

Aditya Bhat, Head, Jio Creative Labs said, “While our vision was clear and the narrative was pieced together in no time, the most challenging part of this campaign was the execution. I am extremely proud of how smoothly and speedily the team was able to pull off the virtual shoot of the cricketers as well as the shoot of Ranveer and Deepika in Mumbai. All our efforts were concentrated towards making this film a success amongst its audiences.”

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