Dream11’s star-studded ad: Big money, big impact and bigger questions

When a fantasy gaming brand like Dream11 assembles a dream team of Bollywood and cricket stars, expectations are naturally high. And the latest ad with #AapkiTeamMeinKaunHai, featuring Ranbir Kapoor, Aamir Khan, and a host of cricketers like Rohit Sharma, Hardik Pandya and others, delivers on every front—humor, engagement, and an irresistible call to action (CTA). The script is cleverly written, guiding viewers towards creating their own teams on the Dream11 platform while keeping them entertained with well-placed fan moments.

Dr. Sandeep Goyal, Chairman of Rediffusion, praises the ad’s execution, calling it “a well-written script that leads to the creation of teams, which is the key CTA of the fantasy gaming site.” He further highlights its appeal, noting how the “narrative is prepped with fan moments, Aamir’s stellar performance, Ranbir’s petulance, a play on 'raita,' and relevant roles for Rishabh to Rohit.” Beyond creativity, the ad signals the changing landscape of advertising, where brands with financial power dominate. Goyal emphasizes, “This is the new advertising order— the new haves who have colossal money power and the old have-nots who can't even buy a single spot on IPL. The divide is becoming more pronounced.”

Samit Sinha, Founder of Alchemist Brand Consulting, provides a strategic perspective on why Dream11’s aggressive marketing investments make business sense. He explains, “When a brand like Dream11 makes that kind of investment as the Indian team lead sponsor, then investing in celebrities is not that big a step. You’ve already made a huge financial commitment, which means you are confident of being able to recover your investment.” He attributes this confidence to India’s mobile-first audience, their appetite for quick money, and the addictive nature of fantasy gaming. With betting platforms being normalized through mainstream advertising, questions arise about their long-term impact on society.

Shradha Agarwal, CEO and Founder of Grapes, critiques India's inconsistent moral stance on advertising, stating, “India is so confused with its morality. Even bigger stars are associating themselves with betting brands because of the kind of money and influence involved. But if something goes wrong with this campaign, then suddenly, there will be outrage.”

She also shifts the responsibility beyond brands and celebrities, pointing fingers at media publishers, asserting, “The publishers should be equally responsible. If they find it problematic, they should refuse to run the campaign —like how Google and Meta regulate ads. Instead, they accept the money and run it anyway.” While the Dream11 ad is entertaining and well-executed, it also raises concerns about the growing influence of fantasy gaming and the ethical implications of celebrity endorsements in this space.

Samit Sinha points out that fantasy gaming, while skill-based to some extent, is still heavily dependent on luck and can be highly addictive, especially for young audiences with limited financial resources. He warns, “With a very large young population who have access to mobile phones and cheap data, who have the desire to make money quickly, and who have no other avenues to make money, doing something so addictive means we are talking about big numbers.”

This points to a larger issue—while betting and fantasy gaming ads are legally permissible, they may have long-term societal consequences, especially if their addictive nature leads to financial distress for users.

Dream11’s latest campaign is more than just a well-executed ad; it marks a shift in advertising dominance, where brands with deep pockets set the rules. While the ad is widely appreciated for its humor and execution, it also reignites debates around business ethics, legality, and responsibility in advertising. For now, Dream11’s playbook is clear—big investments, bigger returns, and an ad that keeps everyone talking.