Mukesh Ambani-owned Reliance is ramping up efforts to attract small businesses as advertisers for the Indian Premier League (IPL), offering ad packages starting at $17,000. This initiative follows its recent $8.5 billion media merger with Walt Disney, as the company looks to maximize revenue from its cricket broadcasting rights, which have cost nearly $10 billion.
To achieve this, Reliance is hosting exclusive seminars in seven cities, pitching IPL advertising to small businesses and agencies. The company aims to reach 40 million smart TVs and 420 million mobile users during the 60-day tournament, starting on March 22.
In a bid to stand out in India’s competitive $28-billion streaming market, Reliance is leveraging neuroscience-driven “brain mapping” research. According to internal documents, this analysis shows higher engagement rates for its streaming ads compared to Google.
Reliance is also expanding its digital ad inventory by introducing new ad formats, such as scorecards on mobile screens. Additionally, the company has ended free IPL streaming on the JioHotstar app, signaling a major strategic shift. With growing financial pressures, these moves are aimed at strengthening Reliance’s foothold in India’s digital advertising and streaming industry.
Video:
Author: Shreya Patne
