Mumbai: Independent creative powerhouse The Script Room has delivered a blockbuster innings this IPL season, producing an impressive 32 ad films across four marquee brands—Groww, PhonePe, My11Circle, and PaperBoat—cementing its position as a go-to agency for short-format storytelling during India’s biggest media spectacle.
This IPL, The Script Room brought together diverse narratives and visual storytelling in a way that resonated with India’s digital-first audience, showcasing its ability to blend brand messaging with cultural relevance.
Groww’s six-film series captured India’s evolving aspirations through intimate, personal stories—each showcasing what growth means for different individuals.
PaperBoat Swing, which recently introduced coconut water, launched two nostalgia-laced films created in partnership with legendary poet Gulzar Saab. “Staying true to the brand’s nostalgic core, we once again partnered with Gulzar Saab to evoke childhood memories and simple joys,” said Ramsam, Co-Founder, The Script Room.
PhonePe revived its popular character, the ‘PhonePe Girl’, for a 10-ad campaign that turned product features into slice-of-life moments. “The return of the PhonePe Girl added to a sense of continuity,” said the agency, adding that the 20-second spots were designed to be “fun and relatable.”
Meanwhile, My11Circle rolled out a 14-film brand refresh campaign anchored around the catchy jingle ‘Aaja Meri Circle Mein Aaja’, riffing on the iconic Bollywood song ‘Aaja Meri Gaadi Mein Baith Ja’. The campaign was amplified by influencers and celebrities, driving virality and recall.
Ayyappan, Co-Founder, The Script Room, commented, “IPL has always been super prime time for us. While it’s a big sporting event, it’s also India’s biggest media event. And since we are focussed only on films many clients reach out to us for sharp thinking, simple-yet-insightful stories, in short formats. We had a very good run this year at IPL with superb work for PhonePe, My11Circle, Groww and PaperBoat. My11Circle audio-track is a massive hit and is already part of meme culture. Groww story of a man choosing to work from a small town is one of my favourite films. Thanks to our collaborators Vinil Mathew, Vasan Bala, Shakun Batra and Shirsha Guha Thakurta, and our writing partners Sainath, Shivani, Mihul for bringing alive all of these stories in the best possible form”.
Ramsam added, “IPL is all about capturing attention in the shortest possible time and that’s where our strength lies – storytelling that’s sharp, engaging, and quick. In fact, our very first IPL campaign in 2019 was a series of 10 short films for Netflix, played episodically over consecutive adbreaks.”
From digital views to cultural impact, the campaigns made waves across TV, digital, and social channels, once again proving that The Script Room knows how to hit it out of the park—IPL after IPL.
GROWW
PAPERBOAT
MY11CIRCLE
PHONEPE
