The intersection of cricket fever and match-day snacking creates a powerful opportunity for food brands to capture consumer attention at scale. Through JioHotstar Self-Serve, agile retail brands can leverage precise targeting capabilities and connect with passionate fan bases across major live sports and entertainment properties.

The Baker’s Dozen, an emerging brand in the FMCG Beverage vertical, launched a targeted digital campaign across live sports properties on JioHotstar. This strategic initiative was designed to showcase its limited-edition product line to millions of cricket fans across the country.

Objective

The primary objective of the campaign was squarely focused on driving product discovery for the exclusive RCB-themed snacks and Protein Chips. The goal was to connect with passionate cricket fans by promoting exclusive player stickers and official memorabilia contests.

Targeting a high-intent demographic of sports-watching audiences across India’s primary growth markets, the campaign aimed for focused awareness. These were viewers actively seeking official team merchandise and engaging fan experiences during TATA IPL 2026 season.

With a comprehensive product line focused on premium snacking choices, the initiative needed to reach this passionate audience at moments of peak engagement. They chose high-viewership live sporting tournaments as the critical solution to connect with this precise target demographic.

Approach: High-Impact Digital Campaigns During Live Sports

The digital campaign implemented a sophisticated, data-driven approach, effectively engaging a vast and passionate sports audience in India through high-impact digital ads during premium live events. The strategy focused on capturing cricket fans when their attention was entirely locked into the game.

Targeted Digital Ads

High-impact digital campaigns on JioHotstar placed the snack messaging directly in front of a captive, cricket-loving crowd. By positioning official Royal Challengers Bengaluru (RCB) partnership details and exclusive merchandise alongside thrilling sporting action, the campaign seamlessly blended entertainment with game-day snacking.

Brand Speak

Results

The targeted digital campaign yielded exceptional results across all key performance indicators. The performance metrics below showcase the substantial reach and high conversion intent generated during the sporting calendar:

Conclusion

The digital advertising campaign serves as a salient illustration of efficacious, contextual marketing. It skillfully targeted a substantial regional demographic comprising sports enthusiasts and snacking consumers during a period of heightened engagement. By combining the emotional high of live sports matches with an exclusive reward value proposition, it turned viewer attention into active product discovery.