Tata Capital’s ‘Champions ki gulliyon mein’ celebrates women cricketers from the gullies

MUMBAI: Tata Capital has rolled out a new brand campaign, Champions Ki Gulliyon Mein, spotlighting how India’s women cricketers are reshaping the sport by claiming space in the country’s neighbourhood gullies: long seen as cricket’s most grassroots training ground. Conceptualised by Schbang, the campaign positions Tata Capital as an enabler of ambition, aligning the brand with the growing momentum behind women’s cricket in India.

The film draws on a cultural shift playing out across Indian streets, where cricket’s informal proving grounds, once dominated by boys, are increasingly being shared by girls. By returning celebrated women cricketers to the narrow lanes and bylanes where dreams first take root, the campaign underlines the idea that champions are forged long before stadium lights and packed stands—often in cramped streets where passion substitutes for infrastructure.

Through its storytelling, Tata Capital links its brand promise to the everyday perseverance required to pursue big aspirations. The campaign frames women cricketers not just as role models, but as pathfinders who are widening access and inspiration for the next generation.

Schbang national creative director Dipshika Ravi, and executive vice president Rohan Hukeri, said the campaign is a tribute to the gullies where belief is built early and dreams are first tested. They added that the film speaks to girls who begin playing under unforgiving conditions, long before recognition arrives.

With Champions Ki Gulliyon Mein, Tata Capital reinforces its message that true enablement lies in nurturing ambition at its source, supporting not only today’s champions but the ecosystems that create tomorrow’s.