Mumbai: Viacom18 has announced TVS Eurogrip as the title sponsor for Jeeto Dhan Dhana Dhan, JioCinema’s predict and win game that launched last year.
With a rise in interactive fan engagement and continued free streaming of premier sporting action beyond IPL such as India cricket, TVS Eurogrip will be present the unique play and win along game to fans throughout the India–England series.
Introduced during the IPL in 2023, Jeeto Dhan Dhana Dhan had 50 million participants taking a shot at winning an array of prizes, with 60 lucky contestants driving away a premium hatchback.
The announcement of a title sponsor for Jeeto Dhan Dhana Dhan comes on the back of a sharp rise in gamification of content, a trend benchmarked in new ways by JioCinema with over a billion game plays last season of the IPL.
“Digital being a strong focus area for us, we see this partnership with Viacom18 on the TVS Eurogrip Tyres Jeeto Dhan Dhana Dhan contest as an exciting and engaging way to connect with our consumers – the new age, millennial and Gen Z riders,” said P Madhavan, EVP Sales and Marketing, TVS Srichakra Limited. “We look forward to more such meaningful associations in the future as well that will help us bring good brand experiences alive.”
Users will have an opportunity to win prizes every match day of the five Test match series between India–England.
