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Tag: Anurag Dahiya

  • Coke hits refresh at Women’s World Cup halftime

    Coke hits refresh at Women’s World Cup halftime

    MUMBAI: When cricket took a break, Coke turned up the beat. The ICC Women’s Cricket World Cup semi-final in Navi Mumbai turned into more than just a sporting spectacle, it became a festival of fizz, folk and feel-good vibes. As players walked off for the mid-innings break, Coca-Cola’s halftime campaign made its sparkling return, transforming the pause into a celebration of rhythm, refreshment and real connection.

    Taking centre stage, singer Aditya Gadhvi performed his Coke Studio Bharat chart-toppers Khalasi, the Cannes Lions-winning anthem of wanderlust, and Meetha Khaara, a love letter to Gujarat’s folk roots. The crowd swayed, phones lit up, and for a few minutes, the cricket stood still while music took the spotlight.

    Coke Studio Bharat, Coca-Cola’s reimagined music platform, has become a cultural bridge, celebrating regional sounds and giving homegrown artists a global stage. Its authenticity and accessibility have made it one of India’s most-loved music movements.

    “It’s not every day you get to perform at an event watched across the world,” said Gadhvi. “With Coke Studio Bharat, I’m bringing the sounds I grew up with to cricket fans everywhere, it’s amazing to see music unite people in such a lively way.”

    Coca-Cola INSWA IMX lead Shantanu Gangane added, “Fans today want more than just sport; they want connection. Coke’s Halftime showcase turns a pause into a shared moment where sport, music and refreshment meet, a celebration that’s both distinctly Indian and universally relatable.”

    For ICC’s chief commercial officer Anurag Dahiya, it’s about expanding what cricket means to fans. “The Halftime integration deepens engagement by blending sport and culture. It’s about making cricket inclusive, dynamic and memorable beyond the boundary.”

    And just as the music echoed through the stands, fans at home joined in, with Blinkit’s “Coke at half price” offer ensuring the halftime spirit reached living rooms too.

    From stadium to sofa, it wasn’t just a break in the game; it was a moment that united millions in the simple joy of music, sport and a cold Coke in hand.
     

  • Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    MUMBAI: Forget sixes and stumpings, this World Cup is also about sweeping. As the ICC Women’s Cricket World Cup 2025 kicks off in India, Coca-cola India, in partnership with the International Cricket Council (ICC), has launched its Maidaan Saaf campaign, turning stadiums into test cases for sustainability between 30 September and 2 November.

    The idea is simple but striking: fold responsible waste management into the very fabric of the fan experience. That means volunteers guiding spectators on segregation, safai saathis and waste workers working shoulder to shoulder with stadium staff, and installations crafted from recycled plastic that double as Instagrammable art. Even the giant national flags unfurled during anthem ceremonies have been stitched from recycled PET bottles (rPET), a reminder that waste can wave as a symbol of pride.

    Coca-cola vice president of public affairs communications and sustainability for India & South West Asia Devyani Rana said, “Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact. Our work with ICC and grassroots partners demonstrates that major sporting events can inspire communities to recycle more and waste less, while still delivering an unforgettable fan experience.”

    The ICC is equally invested in making sustainability part of cricket’s playbook. ICC chief commercial officer Anurag Dahiya added, “Cricket has the power to inspire positive change well beyond the boundary. Through this partnership with Coca-cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will see how simple actions like segregating waste or celebrating recycled creations can make our sport more inclusive and responsible.”

    The campaign builds on Coca-cola India’s earlier innings: at the ICC Men’s World Cup 2023, the company ran one of the largest-ever waste management programmes at a sporting event in India. The Rpet flag from that tournament entered the Limca Book of Records 2025, cementing its place in sustainability’s hall of fame.

    With Maidaan Saaf, Coca-cola India is doubling down on its commitment to circularity. Working with NGOs, recyclers and local authorities, the initiative aims to show that cricket can be more than a spectacle, it can be a platform for greener habits.

    So as fans cheer boundaries and wickets this season, they’ll also be part of a quieter but equally important game: proving that stadiums can be as clean as they are loud.

  • Coca-Cola India’s recycled PET flag makes Limca Book of Records history with sustainable swing

    Coca-Cola India’s recycled PET flag makes Limca Book of Records history with sustainable swing

    MUMBAI: On a cricket field where sixes were smashed and fans chanted for centuries, a different kind of record took centre stage. Coca-Cola India has earned a spot in the Limca Book of Records 2025 for crafting the country’s largest national flag made from recycled PET (rPET) bottles—a sustainable salute that flew high during the ICC Men’s Cricket World Cup 2023.

    The eco-friendly tricolour, stitched from approximately 11,000 post-consumer PET bottles, made its debut at the tournament’s opening ceremony and fluttered proudly at every India match across 10 stadiums from 5 October to 19 November 2023. This showstopper wasn’t just about symbolism. It was a centrepiece of Coca-Cola India’s Maidaan Saaf campaign, aimed at advocating responsible waste management and nudging fans toward conscious consumption.

    Backed by Go Rewise and Ganesha Ecoverse Limited, the bottles were turned into Global Recycled Standard-certified yarn before being stitched into the vibrant flag. Alongside it, over 1,000 volunteers clad in rPET safety jackets took on the role of cleanliness champions. They fanned out across stadiums to educate fans on proper waste segregation while ensuring the stands didn’t look like post-match war zones.

    “This moment is not just about setting a record; it’s about reimagining possibilities”, said Coca-Cola India & south west Asia VP – public affairs, communications and sustainability Devyani Rana. “We extend our heartfelt thanks to our partners ‘Go Rewise’ who played a crucial role in creating the Recycled PET Flags, and to ICC for their invaluable efforts”.

    International Cricket Council CCO Anurag Dahiya called the recognition a ‘proud moment’, while Go Rewise founder Yash Sharma underlined the impact of innovative recycling, “It not only reduces waste but also gives rise to powerful symbols of unity and environmental responsibility”.

    The Maidaan Saaf campaign, launched in 2023, is part of Coca-Cola’s wider sustainability roadmap. It focuses on innovative packaging, integrating recycled materials, and boosting recyclability. The flag is both a literal and figurative banner of Coca-Cola’s packaging goals, which include ‘Design’ and ‘Partner to Collect’—strategies built to leave a lasting impact on communities while tackling India’s plastic problem.

    With the Limca Book of Records nod, Coca-Cola India has given a new meaning to making the nation proud—not just with cricket, but with conscience.

  • ICC-Unilever sponsorship deal: a sign that women’s cricket has arrived

    ICC-Unilever sponsorship deal: a sign that women’s cricket has arrived

    MUMBAI: The International Cricket Council (ICC) has broken new ground by unbundling its sponsorship rights, securing Unilever as the first dedicated partner for women’s competitions, ICC chief commercial officer Anurag Dahiya told SportsPro. 

    In a deal announced on International Women’s Day, the consumer goods giant said it would promote its Rexona and Dove brands across all ICC women’s events over the next two years. The partnership covers the 2025 Women’s Cricket World Cup, Women’s T20 World Cup, U19 Women’s T20 World Cups and the inaugural Women’s Champions Trophy in 2027.

    Dahiya told SportsPro the move reflects the “standalone commercial value” of women’s cricket, with Unilever “jumping at” the opportunity to sponsor these tournaments.

    “Women’s cricket is no longer an add-on or a freebie attached to men’s cricket,” Dahiya said. “It’s a distinct product, has its own unique cultural resonance, commercial potential, and has its own ability to stand on its own.”

    Unilever’s existing involvement in women’s sport – including partnerships with WSL clubs Chelsea and Manchester City, plus sponsorship of this year’s UEFA Women’s Euro 2025 and the 2023 FIFA Women’s World Cup – “absolutely facilitated” discussions with the ICC.

    Beyond tournament branding, the partnership extends to digital initiatives, fan experiences and the ICC’s flag bearers programme. Unilever will also support Criiio festivals, grassroots events introducing women and girls worldwide to cricket.

    Dahiya confirmed that while the deal specifically covers women’s cricket, revenue won’t be ring fenced exclusively for the women’s game but added to central funding.

    “If you restricted women’s cricket to only revenue they were making, that would be a gross injustice,” he explained. “The commercial size of men’s sport outweighs women’s sport by factors of probably like 100.”

    The ICC has committed to maintaining equal standards across men’s and women’s competitions, including event presentation, facilities and prize money.

    “We’ve taken a very conscious decision that we’re not going to deliver to the competing teams and our fans any less than what we would for men,” Dahiya added. “Many times more will go into women’s cricket than just that money.”

  • India wins ICC T20 World Cup 2024: Coca-Cola India and ICC feature made in India recycled PET flag

    India wins ICC T20 World Cup 2024: Coca-Cola India and ICC feature made in India recycled PET flag

    Mumbai: In the thrilling conclusion of ICC Men’s T20 World Cup 2024 held in the USA and the West Indies where India truly emerged victorious, by winning the prestigious tournament. Coca-Cola India and the ICC once again brought a refreshing difference by combining cricket passion with a commitment to sustainability.

    This year’s Men’s T20 World Cup matches featured the ‘Made in India’ National Flags and the Cricket 4 Good Flags, crafted from post-consumer recycled PET bottles. These bottles were transformed into polyester fabric and recycled yarn, made by recycling garbage and plastic bottles. These flags were proudly displayed during the national anthem ceremony at the respective stadiums.

    Coca-Cola India first introduced the recycled PET National Flags during the ICC Men’s Cricket World Cup in 2023, becoming the first company in the world to introduce these flags in cricket. Following the impactful, sustainable strides made previously through several green initiatives during the marquee event, Coca-Cola India continues to showcase environmental responsibility by the creation of these National Flags of the participating 20 nations, the largest flags in the world with the size— 35 metres by 20 metres and the nine ICC Cricket 4 Good Flags.

    In addition, Thums Up was the official beverage and sports drink partner for the ICC Men’s T20 World Cup 2024. Recently, Coca-Cola has extended its partnership with ICC, committing to serve as a global partner for ICC events until 2031. This renewed collaboration solidifies Coca-Cola’s support for cricket across all three formats, ensuring a lasting sustainable impact on the sport, worldwide.

    Approximately 11,000 PET bottles have been transformed into each national flag, and 2,000 bottles into each ICC Cricket 4 Good Flag by Go Rewise by Ganesha Ecoverse Limited and their partner. Even the packaging for these flags is made from recycled material, emphasizing on a holistic approach to sustainability. Also, all these flags are Global Recycled Standard (GRS) certified, meeting international standards for recycled content, social and environmental practices, and chemical restrictions. Further, the use of cutting-edge AI sorting systems has boosted waste segregation efficiency, enhancing resource recovery. Simultaneously, the collection systems have empowered over 50,000 waste workers, including women. A dedicated team of 600 workers was built to bring these magnificent flags to life. Each of these flags produces 60 per cent lesser carbon emissions while saving hundreds of kgs of waste going to landfills and reducing dependency on fossil fuel-based resources.

    Coca-Cola India and Southwest Asia (INSWA) senior director-CSR and sustainability Rajesh Ayapilla said, “At Coca-Cola, we’re excited to unite cricket passion with our commitment to sustainability at the ICC Men’s T20 World Cup 2024. These recycled PET flags showcase our dedication to circularity and environmental responsibility. By turning post-consumer plastic bottles into symbols of national pride, we celebrate fans and take a significant step towards a greener future. We believe that the initiative will set a precedent for future events and will continue to inspire a positive change.”

    ICC chief commercial officer Anurag Dahiya said, “ICC World Cups have once again proven to be a fantastic platform to showcase the partnership between Coca-Cola India and the ICC, highlighting our shared commitment to cricket and the environment. The ‘Made in India’ recycled PET flags were a powerful initiative of our exciting partnership. Not only did they create a vibrant atmosphere during the national anthem ceremonies, but they also demonstrated how innovation can promote sustainability within cricket.”

    Go Rewise founder Yash Sharma said, “Our mission is to wisely recycle every bottle used and disposed off into high-value products and give multiple lives to our resources. As the ICC World Cup fans cheered for their nations, the world saw a combination of India’s sports as well as technological prowess in recycling post-consumer waste and the craft of 100+ artisanal men and women creating a symbol of sustainability and sportsmanship through flags made of recycled PET bottles. We are proud to partner with Coca-Cola to continue their commitment to weave sustainability into sports.”

    Through this innovative initiative, Coca-Cola India and the ICC are not just promoting a sustainable future but also inspiring cricket fans to join the movement towards environmental stewardship. 

  • IndusInd Bank offers unique cricket fan experience with Anthem Buddies at ICC T20 World Cup 2024

    IndusInd Bank offers unique cricket fan experience with Anthem Buddies at ICC T20 World Cup 2024

    Mumbai: IndusInd Bank as a part of its association with ICC for the second year in a row, leveraged the premium Anthem Buddies programme at the ongoing ICC Men’s T20 World Cup 2024 in USA and West Indies. Through this program, the bank had provided an opportunity to all cricket enthusiasts to access a once-in-a-lifetime opportunity for their children to accompany the teams walking out onto the field for the national anthems.  

    In order to expand the ambit of opportunity to a larger audience for the Anthem Buddies program, IndusInd Bank had rolled out a contest on its digital platforms, wherein the parents had to submit the response for participation.  From the entries received through the social media contest, select entries were chosen by the jury basis the uniqueness of the Cricket slogans that were filled by the parents submitting the entries.  

    IndusInd Bank had collaborated with ICC for the Anthem Buddies program even for the ICC Men’s Cricket World Cup 2023 wherein they had received an overwhelming response and created memorable moments for 1440 children and their respective parents over 48 matches across 10 Indian cities fostering a sense of shared enthusiasm for the sport.

    IndusInd Bank head – consumer banking and marketing Soumitra Sen, said: “At IndusInd Bank, we believe in the power of sports to unite communities and inspire the next generation.  After the overwhelming success of the Anthem Buddies Programme during the ICC Men’s Cricket World Cup 2023, we were pleased to be able to anchor this again. Through the ICC Men’s T20 World Cup 2024 Anthem Buddies programme, we aim to create lasting memories for parents and their children, offering them a unique opportunity to stand alongside their cricketing heroes and create an unforgettable experience.”

    ICC chief commercial officer, Anurag Dahiya, said: “ICC events provide numerous opportunities for brands to engage with their audiences and the ICC Men’s T20 World Cup Anthem Buddies Programme is a standout brand activation initiative. Walking out alongside the world’s best cricketers is a once-in-a-lifetime opportunity. We saw its tremendous success in India in 2023, and it is as impactful right now in the West Indies and USA.”

    Some of the parents of the kids who were part of IndusInd Bank’s Anthem Buddies program, were exhilarated to share their experience as follows:

    Ganesh Narayanan, a customer of IndusInd Bank and parent of Pranav Ganesh, shares his experience for his son being part of the Anthem Buddies program, “Immense gratitude to the Bank for this unforgettable experience for giving my son an opportunity to walk, meet and hold hands with his cricket heroes. Goosebumps till date.”

    Alpesh Patel, a customer of IndusInd Bank and parent of Tej Patel, shares experience of his son being part of the Anthem Buddies program, “We are grateful for the opportunity provided by the IndusInd Bank Anthem Buddies Program. Our son was thrilled to pair up with a player from the Indian cricket team and stand on the field for the national anthem for the India vs. USA match. This program is a wonderful initiative that creates lifelong memories and fosters a strong sense of national pride. Thank you, IndusInd Bank and the organizers, for this unforgettable experience!”

    Suresh Pasumarty, customer of IndusInd Bank, cricket fan and parent of Pranav Tejas Pasumarty, shares his experience of his son being part of Anthem Buddies program, “We are thankful to IndusInd Bank for providing this once-in-a-lifetime opportunity to our kids to meet the cricketers and walk with them for the National Anthem ceremony. This will be a moment that will always be cherished by the kid.”

  • Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Mumbai: As the excitement surrounding the upcoming ICC Men’s Cricket World Cup 2023 begins, Cadbury Dairy Milk is thrilled to unveil its heartwarming campaign, #SitTogether. Bringing alive the brand’s purpose of generosity and rooted in the profound belief that the joy of cricket should be a shared experience, the campaign invites everyone to extend a hand of camaraderie and togetherness. In a world where power distance often separates individuals, #SitTogether encourages people to transcend these divides by embracing the simple act of sharing their love for cricket. It is a poignant reminder that a match day holds equal significance for everyone, regardless of their roles.

    Mondelez India vice president of marketing Nitin Saini said, “We are excited to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We truly believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”

    Ogilvy India chief creative officer Sukesh Nayak mentioned “The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness this Cricket World Cup.”

    Wavemaker India’s chief client officer & office head: North, West and East Shekhar Banerjee further added, “With the cricket world cup happening in India, we have been able to unlock an unprecedented opportunity that will help us melt the implicit power distance in India. In partnership with ICC and Star Sports, we have created a platform for audiences to #SitTogether and experience the game live. This platform is helping us create a symbolic gesture that can inspire the population to inculcate a sense of togetherness.”

    Additionally, ICC chief commercial officer Anurag Dahiya said, “ICC is thrilled to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique Indian passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures.”

    #SitTogether will also be amplified via multiple media touchpoints, including TV, OOH advertising, social media, and influencer partnerships. The brand will also leverage cricketing platforms and mobile publishers to engage the audience in unique and memorable ways. Additionally, Cadbury Dairy Milk will enable and facilitate #SitTogether experiences at stadiums, fan parks, live screenings in societies, et al. 

  • ICC to launch the sport’s first-ever vertical video production at Men’s Cricket World Cup

    ICC to launch the sport’s first-ever vertical video production at Men’s Cricket World Cup

    Mumbai: In a first for the sport, the ICC Men’s Cricket World Cup 2023 world feed match coverage which is supported by Disney Star, will see ICC TV produce an additional vertical video feed, that will revolutionize fans’ viewing experience of the biggest Cricket World Cup ever.

    The ICC’s vertical feed will be a first-of-its-kind coverage for the sport across all 48 World Cup matches. The technological innovation will provide fans with an easier and more intuitive viewing experience on mobile phones that allows them to consume content on-the-go in the most convenient handheld position.

    For fans, this transformative approach to consuming ICC events will provide more access to World Cups than ever before. The vertical feed will provide a special experience with the addition of split-screens in its coverage. With a focus on building more context to the on-field action, the split-screen feature will unlock an additional dimension for the viewers and provide a further sense of proximity to the action and their heroes.

    The production will use a carefully curated array of dedicated vertically oriented cameras, whilst utilising the world feed cameras for split screens. The production will also feature match graphics and bespoke production enhancements to enhance the vertically oriented coverage.

    The vertical video feed will also make use of traditional technical and editorial storytelling tools to further elevate the coverage. Key features like ball tracking, player tracking and field plot will be tailored to fit the vertical format. The coverage will also have a world-class commentary panel calling the action.

    ICC chief commercial officer Anurag Dahiya said, “Cricket fans always look forward to the high-quality broadcast coverage of ICC events. With this in mind, the ICC TV team continuously strives to tailor our coverage to fan preferences. We are very excited to launch cricket’s first-ever vertical video production at the ICC Men’s Cricket World Cup 2023. This game-changing initiative promises to transform the fan viewing experience. It is an innovative approach to cricket coverage that will place fans at the centre of the action bringing them closer to the game than ever before and providing a world-class production to the biggest Cricket World Cup ever.”

    Disney Star head – sports Sanjog Gupta said, “Consumers’ preferences and habits are evolving more rapidly than ever before, catalyzing the emergence of new user experiences. Disney Star has always played a pioneering role in taking cricket viewing experiences forward and is now proud to collaborate with the ICC to bring to sports fans for the first-time ever the ‘vertical feed’, on ICC Men’s Cricket World Cup 2023. The ‘vertical feed’ aims to deliver to digital users, enhanced convenience, engagement and immersion, beyond the differentiated screen orientation. With its uniquely designed production style entailing cameras, graphics, direction, replays and other enhancements, it promises to change the way cricket is watched.”

    The ICC Men’s Cricket World Cup kicks off on 5 October with a repeat of the 2019 final as England face New Zealand in Ahmedabad. Across 10 world class venues, 48 matches will be played in 46 days culminating in the Men’s Cricket World Cup Final on 19 November in the biggest cricket stadium in the world.