Mother Dairy has activated a targeted connected TV (CTV) campaign on JioHotstar during the ongoing Indian Premier League. The push focuses on households consuming IPL on large screens, using digital precision to complement the scale traditionally associated with the tournament.
The move reflects a broader shift:
IPL is no longer just a TV-first property. With streaming viewership rising year-on-year, especially on CTV devices, brands are recalibrating media mixes to follow audiences into digitally measurable environments.
The strategic read: convergence of scale and precision
Mother Dairy’s approach signals how FMCG advertisers are adapting to hybrid consumption. Linear TV still delivers reach, but CTV adds a layer of addressability—household-level targeting, frequency control, and sharper attribution.
For a mass brand, this is less about niche targeting and more about reducing spillover. By focusing on IPL viewers on connected devices, the campaign likely prioritises urban, higher-income households—segments with stronger purchasing power and consumption frequency.
It also underlines the growing role of platforms like JioHotstar in aggregating premium inventory at scale. As telecom and media ecosystems converge, these platforms are positioning themselves as full-funnel media vehicles, not just streaming services.
What this means for the industry
CTV is moving from experimental budgets to core media planning, especially around tentpole events like IPL. Expect higher allocation splits toward digital video with measurable outcomes.
Our insight
In India’s biggest media property, the advantage is shifting to brands that can combine reach with resolution—not just show up, but show up precisely.