Fantasy sports platform My11Circle has unveiled its innovative “Circle Mein Aaja” (Come Into The Circle) campaign for TATA IPL 2025, creating an engaging fantasy cricket experience that places users at the center of the action.
The comprehensive campaign features six captivating advertisements starring cricket luminaries including Sourav Ganguly, Shubman Gill, Mohammed Siraj, Ruturaj Gaikwad, Rinku Singh, and Yashasvi Jaiswal. Each creative vignette depicts a unique scenario where a cricket star unexpectedly materializes in a fan’s fantasy team, blurring the line between fandom and participation.
“Everything we do is centered around our users and their love for the game,” explains Saroj Panigrahi, Chief Operating Officer at Games24x7. “By tapping into nostalgia and fan-favorite moments in a fresh, dynamic way, we’re creating an experience that transports users into the ultimate fantasy cricket universe.”
The campaign cleverly reimagines the 90s classic “Aaja Meri Gaadi Mein Baith Jaa,” with legendary composer Anu Malik recording a new version titled “Aaja Mere Circle Mein Aaja” specifically for this initiative.
Conceptualized by filmmaker Vasan Bala and creative agency The Script Room, this 360-degree marketing effort will span television, OTT platforms, and social media, further amplified through collaborations with celebrities including Saurabh Shukla, Rannvijay Singha, Abhishek Banerjee, and Durgesh Kumar.
