Mother Dairy is scaling its presence during the Indian Premier League (IPL) 2026 with a Connected TV led association on JioHotstar, as the brand looks to move beyond functional consumption messaging and tap into high engagement cultural moments.
The campaign, conceptualised and executed by WPP Media, focuses on integrating the brand into key stages of the IPL viewing experience. Instead of relying only on traditional ad slots, Mother Dairy is aligning itself with match driven moments such as pre show content and major in game milestones, where viewer attention is at its peak.
This approach reflects a broader change in how brands are using large sporting events. Connected TV allows advertisers to combine the reach of television with the targeting and contextual relevance of digital platforms. For Mother Dairy, this creates an opportunity to improve recall by associating with moments of celebration rather than just everyday usage occasions.
The strategy also highlights the growing role of streaming platforms as full scale advertising ecosystems. As more viewers shift to watching live sports on digital platforms, brands are adapting by embedding themselves within content rather than sitting outside it. For Mother Dairy, the IPL partnership is less about visibility alone and more about staying relevant in moments that shape shared audience experiences.
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.”
