Mumbai: Mother Dairy has launched a high-impact Connected TV (CTV) association on JioHotstar for IPL 2026, marking a strategic step towards embedding the brand within India’s most celebrated sporting moments.
Conceptualised and executed by WPP Media, the partnership enables Mother Dairy to move beyond everyday consumption occasions to become part of the shared cultural experiences that unite millions across the country.
As cricket continues to be a powerful unifying force in India, this association allows the brand to deepen its emotional connect with consumers by integrating into moments that drive peak engagement and collective celebration. By leveraging the scale and immersive nature of Connected TV, the campaign is designed to strengthen brand salience and recall across diverse audience cohorts, spanning age groups and geographies.
Strategic Integration Across the Tournament Ecosystem
The campaign is anchored in a strategically integrated presence across JioHotstar’s CTV ecosystem, including:
- Closer to Live (CTL) Integrations – High-impact visibility across key matches, ensuring the brand is present during some of the most engaging phases of gameplay.
- Pre-Show Presence – Featured segments across select matches, enabling contextual storytelling and early audience engagement.
- Milestone Moments – Seamless integration into key achievements such as half-centuries and centuries across all matches, aligning the brand with the emotion and excitement that define the IPL viewing experience.
By embedding itself within these high-energy instances, Mother Dairy reinforces its relevance beyond daily consumption, becoming part of the moments that drive national celebration.
Jayatheertha Chary, Managing Director, Mother Dairy, said, “Cricket is more than just a sport in India, it is a unifying force, deeply ingrained in the fabric of the nation and cherished across generations. Tournaments of this scale offer a powerful platform for brands like Mother Dairy to connect with millions of passionate fans nationwide, while driving strong visibility and recall. Through our strategic presence on JioHotstar and engaging in-tournament integrations, we aim to celebrate the spirit of the game, amplify the excitement, and be a proud part of the nation’s shared cricketing joy.”
Navin Khemka, President – Client Solutions, WPP Media, South Asia, said,”In a landscape where attention is increasingly fragmented, the ability to embed brands within moments of collective engagement becomes critical. This partnership is designed to move beyond conventional visibility to create a more connected and contextual brand experience, where planning, activation and engagement come together seamlessly. By leveraging the scale of CTV and the cultural significance of IPL, we are enabling Mother Dairy to participate in moments that drive both immediate impact and long-term brand equity.”
At its core, the partnership reflects a shift towards more contextual and experience-led brand integration, where visibility is driven by relevance and timing rather than interruption. By combining strategic placements with contextual integrations, the collaboration delivers a more cohesive and outcome-driven approach to brand building at scale.
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