MUMBAI: There are many synergistic benefits that the merger between Star India and Viacom18 under Reliance can  -and will-  bring. And this was  an obvious one – the low hanging fruit –but it was not expected.  An IPL team announcing its captain on an entertainment reality show.

Yes, that did happen. And it’s kudos to JioStar vice-chairman Uday Shankar and his band of merry executives. Can’t forget our man from Endemol, Deepak Dhar and his creative bunch. And to the team which ventured to do it.

The 12 January weekend  episode of Bigg Boss18 saw, for the first time in IPL history, the Punjab Kings unveiling their captain in a way that’s never been done before—on the Bigg Boss18 stage, hosted by none other than Salman Khan! And of course the Punjab Kings skipper was revealed to be Shreyas Iyer, the swashbuckling batsman and leader.

“We are breaking barriers between sports and entertainment. This iconic collaboration between cricket and entertainment celebrates innovation and ambition, setting the tone for IPL 2025. Shreyas Iyer, our leader, is ready to guide PBKS to new heights,” said the Punjab Kings in a post.  

It went to congratulate “the visionary teams at Punjab Kings and Endemol for making this happen. Satish Menon (CEO) and  Saurabh Arora (CCO).”

Added  London-based sports consultant Anduhav Roda on Linkedin: “This unprecedented move not only captured the attention of cricket fans but also showcased a brilliant marketing strategy that leverages one of India's largest entertainment platforms By choosing Bigg Boss18 as the stage for their announcement, Punjab Kings effectively tapped into the show's massive viewership, reaching millions of potential fans in a single broadcast The involvement of Bollywood superstar Salman Khan and the involvement of players with housemates added a layer of excitement to the announcement, making it a memorable moment for both cricket and reality TV fans This approach allowed for a more personal connection with fans, as they witness their favorite players in a familiar entertainment setting. This not only sets a new precedent for how sports franchises can engage with audiences but also highlights the growing intersection between sports and entertainment in India.”

However, a senior media planner who was not willing to be identified said this was only possible as both the streaming and television telecast rights for the IPL are now  under one roof --that of JioStar. Says she: “Earlier it was not possible as both Viacom18 and Disney Star had to be on tenterhooks in case one objected to the other’s innovation.”

Let’s hope the merger gives us a lot more surprises – like the one Punjab Kings did.