MUMBAI: JioStar’s new women’s WC ’25 campaign film opens with the protagonist asking his partner a slightly awkward question, “But is it necessary to wear the women’s jersey?” after she suggests he put one on for a match screening at a friend’s place. His partner, exasperated by the lingering stigma, looks on in dismay, pitying the shame that still surrounds supporting women in cricket. Undeterred, he steps out the door wearing the jersey, hiding it beneath a jacket.
On his way, he notices fellow Indians proudly donning women cricketers’ jerseys, from colleagues to even the office lift operator, who delivers the knockout line, “Virat khelein ya Smriti, jeetega toh India hi na” (whether it’s Virat or Smriti, India will win anyway). The moment sparks pride as the protagonist ditches the jacket and walks into the office with his Smriti Mandhana jersey proudly on display.
With the ICC women’s cricket world cup India 2025 just around the corner, JioStar’s “Jersey Wahi Toh Jazba Wahi” (conceptualised by Bubblewrap Films) celebrates the unifying power of the India jersey. It sends a clear message: no gender norms can diminish the pride of wearing blue, and the joy of support far outweighs the question, “Who watches women’s cricket anyway?”
JioStar, head of viewership and monetisation initiative – sports, Siddharth Sharma said, “This tournament is more than cricket. It is about rewriting history and inspiring a generation. Our endeavour is to channel this moment into a campaign that unites the country, reminding fans to take equal pride in every Indian jersey.”
The ICC women’s cricket world cup 2025, hosted across India and Sri Lanka, kicks off on 30 September in Guwahati with India facing co-host Sri Lanka. With matches lined up against Pakistan, Australia, England and others, the women in blue are chasing a trophy that has long eluded them.
With the roar of home crowds and the momentum of this campaign, JioStar aims to capture a cultural shift: cricket pride is not about gender, it is about the jersey and every fan who wears it.
BENGALURU: Apex, a Europe-born sports investment firm backed by world-class athletes, has inked a strategic partnership with Baseline Ventures, one of India’s most prominent sports and entertainment outfits. The tie-up aims to unlock new investment opportunities in India’s booming sports ecosystem while giving Indian capital direct access to premium deals across Europe and the US.
Baseline Ventures, founded in 2014, has carved a formidable position in Indian sport, with businesses spanning athlete management, league creation, licensing, and brand partnerships. The firm represents some of the country’s top names including Smriti Mandhana, Abhinav Bindra, PR Sreejesh, and Nikhat Zareen, and co-founded the Prime Volleyball League.
Apex brings deep experience in venture capital, growth, and private equity across the global sports and media sectors. Its athlete-led model has drawn in investors such as Formula 1 drivers Lando Norris and Carlos Sainz, and footballers Trent Alexander-Arnold and Marcelo Vieira. Earlier this year, Smriti Mandhana became the first Indian athlete to invest in Apex — a symbolic milestone in its growing Indian play.
Apex partner & chief commercial officer Pedro Felix da Costa said the move was a “natural step” for the firm: “India is one of the most dynamic sports markets in the world. Partnering locally helps us navigate it with intent, while also offering Indian capital high-quality exposure to Europe and US deals.”
Baseline Ventures Co-Founder & Director Vishal Jaison called the tie-up a win-win: “Sports is now one of the most lucrative asset classes, delivering strong value appreciation. With Apex, Indian investors get a gateway to some of the biggest global sporting entities.”
The deal marks a significant moment in the convergence of global capital and India’s sports industry — one where returns and fandom are racing side by side.
Mumbai: Fantasy sports platform – Dream11 has launched a new advertising campaign, ‘Poora Fan Bano’, ahead of the women’s cricket world cup 2024. The campaign encourages cricket fans to support the Indian women’s cricket team, emphasising that true fans of the sport support all versions of the game, regardless of who’s playing.
In a tongue-in-cheek series of ads, Rohit Sharma, the Indian men’s cricket team’s Captain, is seen along with Harmanpreet Kaur, captain of the Indian women’s cricket team, and star batters Smriti Mandhana and Jemimah Rodrigues. The ads humorously highlight how aadha (half) fans focus only on men’s cricket, while a true blue cricket (poora) fan also supports the women’s team. The fans in the campaign are played by digital content creators Aakash Gupta, Ravi Gupta & RJ Kisna, Rohit Sharma provides the clarion call for viewers to cheer for the Indian women’s team in the upcoming T20 World Cup.
Speaking about the campaign, Dream Sports & Dream11 CMO Vikrant Mudaliar said, “With Poora Fan Bano, we’re encouraging fans to embrace the full spectrum of Indian cricket. As the world’s premier fantasy sports platform, Dream11 is committed to growing multiple sports across men’s and women’s competitions. We strongly believe that the talent and dedication of both our men’s and women’s teams deserve equal support. We hope this campaign inspires cricket lovers nationwide to cheer for the Women’s Cricket Team, reinforcing our belief that sports truly is for everyone.”
Dream11 remains a key player in the cricket ecosystem, serving as a co-presenting sponsor on Star Sports and an associate sponsor on Disney+Hotstar for the T20 World Cup live broadcast.
Since 2023, Dream11 has been the Team India lead sponsor for both the women’s and men’s national cricket teams, maintaining a long-standing association with the BCCI.
The campaign film has been conceptualised and produced by Tilt Brand Solutions & Studio Q.
MUMBAI: Drugs and their abuse are two of the most worrisome habits amongst India’s youth. And Sony Sports Network has put its best foot behind an effort to curtail the consumption of hallucinogens. Titled ‘Iss Baar Drugs Ki Haar,’ its mission is to motivate Indian youth and do it over the long term.
According to a United Nations study, approximately 13 percent of drug abuse victims in India are below 20, with the nation experiencing a 70 percent rise in narcotic consumption over the past eight years. And in most instances, drugs are usually introduced to youngsters by someone they know, in many cases, a friend.
“Sony Sports Network is extremely proud to launch the Iss Baar Drugs Ki Haar’ movement and we sincerely believe that sports has the power to instil and bring about a positive change among the youth,” says Sony Pictures Networks India chief revenue officer -distribution & international business and head – sports business Rajesh Kaul. “In association with India’s top athletes across disciplines, we are confident of making a statement and inspiring young India to stay away from the influence of drugs.”
Prominent athletes of India across disciplines have joined hands with Sony Sports Network to spread the Iss Baar Drugs Ki Haar message to young India. In the films, these sporting icons are spreading awareness of the harmful effects of drugs and aiming to inspire as well as encourage people to choose the life of a champion by saying no to drugs.
Newly appointed head coach of the Indian men’s cricket team, Gautam Gambhir, football stalwarts like Sunil Chhetri and Bhaichung Bhutia, multiple grand slam winner Sania Mirza, icons like Olympic medallist Saina Nehwal, Indian women’s cricket team vice-captain, Smriti Mandhana, Indian Hockey veteran goalkeeper PR Sreejesh, Indian men’s hockey team’s former captain Manpreet Singh and two-time world champion boxer Nikhat Zareen are featured in these films. In addition to this, Indian football team captain and goalkeeper Gurpreet Singh Sandhu, former team India cricketer Ashish Nehra, team India cricketer Deepak Chahar, Indian tennis player Sumit Nagal, ace Indian shooter Anjum Moudgil, Indian women’s hockey goalkeeper Savita Punia, Asian Games gold medallist Chirag Shetty and Satwik Rankireddy, Puja Tomar who created history as the first Indian to win a fight in the Ultimate Fighting Championship (UFC) and Indian women’s team bowler Sneh Rana are just some of eminent personalities who have come forward to be a part of Sony Sports Network’s public service movement.
‘Iss Baar Drugs Ki Haar’ is aimed at potential first-time drug users to make the right choice and saying NO to sampling drugs. The whole movement of Iss Baar Drugs Ki Haar aims to motivate young India and emphasize living a fit, fulfilling, and healthy life through sports rather than succumbing to drug abuse.
Mumbai: “Believing in myself and choosing bold has always been my mantra in life” – Virat Kohli
In the unpredictable realms of life, we often find ourselves standing at a crossroads, faced with a choice between the well-trodden path and something a bit more off-the-wall. It’s those who opt for the road less traveled that really make a mark. Choosing Bold isn’t just about being brave; it’s about embracing challenges with the belief that you can conquer them, standing out from the crowd and lighting the way for others. Choosebold 2.0 is an ode to such individuals who fearlessly pave their own paths, inspiring us all to follow suit. The TVC features country’s star player, Virat Kohli known for embracing boldness in every aspect of his life, along with cricketer Smriti Mandhana and actor Vidyut Jamwal.
The groovy rap anthem that wowed the audience last year with Divine, returns with a new rendition, Choosebold 2.0 which is a tribute to the ones who are progressive and fearlessly play their own game in life. The TVC also seeks to inspire aspiring individuals to break free from the shackles of society to choose bold rather than safe. Choosebold 2.0 is a display of the bold choices each of them made in life. From Virat’s success due to his fearless choices in life and on ground to the celebration of Smriti Mandhana‘s bold leadership in guiding her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. And, the nation’s best action hero, Vidyut Jammwal’s journey as he embraced boldness by returning to his martial arts roots after overcoming a significant injury.
Naya Shers are those who believe in choosing bold and in pushing the boundaries of what is possible. The brand aims to unite such Naya Shers from all corners of the world and inspire others to break free from societal norms and live life on their own terms.
Speaking about the TVC, Diageo India VP and portfolio head, marketing, Varun Koorichh said, “Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0 aligns with our brand ethos which encourages individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities who choose bold in their lives, like Virat Kohli whose success is a testament to his fearless decisions, both on and off the field. Smriti Mandhana’s never say never attitude that steered her team to victory during Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choose Bold 2.0 goes beyond a campaign as it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness.”
Speaking on the occasion, Virat Kohli said, “In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I Choose Bold! I look forward to the next generation of Naya Shers to take inspiration from the TVC, to live boldly and fearlessly.”
Speaking about the association, Smriti Mandhana said, “Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life.”
Mumbai: From a nine-year-old enthused about the sport to becoming one of India’s most celebrated cricketers, Smriti Mandhana’s story is an inspiration. In the May 2024 edition of Femina, Smriti candidly reflects on her challenges, her unwavering dedication to the sport, and the dreams that continue to drive her forward. In the Cover Story, the sportsperson fondly recalls the day she was able to fulfil her promise to buy a house for her family, expressing gratitude that her beloved sport, cricket, made it possible. Despite her incredible success, she comes across as grounded and focused. Whether hitting a century or walking out for zero, she is known to maintain a stoic demeanour, though the last few years have taught her to be empathetic towards the young team members she leads and mentors.
Reflecting on her passion for cricket, Smriti shared, “I think I’ve always loved cricket, (and) like any other kid, I loved batting more than (the rest of) the game. I understood later, of course, that there is a lot more to cricket than just batting but, as a kid, I would just hit a hanging ball or play gully cricket.”
Speaking about her family she revealed, “We come from a very humble background. Today, when I see my parents happy and the life that they’re living, I feel happy about everything that has come with cricket.”
She added that she has gleaned life lessons from the game: “The best part about cricket is that it is a great leveller; you always start from zero. Whether you score a hundred or you have a bad match today, tomorrow you just start from the bottom again. Take that lesson to every aspect of life and you will know what to do next.”
Mumbai: As the cricket fever heats up with the excitement of supporting different teams, there is one thing that dials up the thrill even further – the irresistible taste of MAGGI noodles. MAGGI has yet again stepped up to the crease as the ultimate team player, fostering moments of friendship and camaraderie with its latest campaign ‘MATCH. MAGGI. MASALA’, featuring the dynamic cricket icon Smriti Mandhana.
Talking about the roll-out of the campaign Nestlé India director Rajat Jain said “Our campaign Match. MAGGI. Masala. highlights the shared joy of indulging in an irresistible bowl of MAGGI despite supporting different teams, making the match even more masaledaar. We are proud to onboard the champion herself, Smriti Mandhana who now as a viewer cannot resist a bowl of MAGGI. We believe that the campaign will heighten the spirit of cricket by bringing ultimate delight to the consumers.”
Talking about her association with the campaign, Smriti Mandhana said, “MAGGI is my first love and I am ecstatic to be associated with the brand which brings together the two most precious things for me. The thought is true to what I feel even when I watch the match with my friends and is truly a Match. MAGGI. Masala.”
The campaign comprises a digital film & social media activation. The film focuses on the love for MAGGI through its irresistible taste even in situations when friends have different teams to support.
Mumbai: India’s leading multi-skilled gaming platform with more than 65 million registered users, A23 (Head Digital Works), launched its A23 Cares brand campaign featuring Indian women’s national team cricketer, Smriti Mandhana. A23 Cares is an initiative to raise awareness about healthy practices while playing online real-money games. This integration on A23 RMG platforms encourages self-control amongst gamers and further safeguards their interests. It enables all A23 users to place daily limits, set budgets and take regular breaks to enjoy online games in a healthy environment.
In the brand film, Smriti is portrayed in multiple facets of her day-to-day life which includes playing cricket matches, attending social events, training in the gym, travelling and engaging in brand shoots. In between a hectic schedule, she loses her energy and feels tired. This is when her coach asks her to take a break and rest, driving home the message that ‘sports ho ya gaming, balance dhoondna zaroori hai.’ The later part of the film showcases features in the A23 app that allows users to take breaks and set limits to play responsibly. With A23’s proven superiority in the online real-money gaming sector since the last 18 years, A23 Cares focuses on furthering the long-running ethos of the platform – to create a safe, secure and engaging user experience.
Commenting about the new campaign, Smriti Mandhana mentioned, “It is crucial to understand the importance of taking breaks and allowing your body and mind to refresh, be it playing online or offline. I am optimistic to see a positive impact of the A23 Cares initiative on the online gaming community. With a number of platforms available at our fingertips today, it is important to choose the ones that truly care for their users’ safety and well-being. ”
Digital Works VP of marketing, head Gunnidhi Singh Sareen said, “A23 Cares is launched with an intent to further our focus towards being a customer-centric gaming platform. This one-of-a-kind campaign will not only hit the right chords with all sports and gaming enthusiasts but will also deliver a message central to our functioning. Of being in the sector for more than 18 years now, A23 has set self-regulating benchmarks to inculcate safe gaming practices across the sector. As a company, we have a long-term strategy to create even more value for our users through initiatives like A23 Cares. “
The new 35-second ad highlights the importance of taking breaks and setting budgets while playing real-money online games. A23 Cares brand film is live across all major social, OTT, OLV and TV channels in Hindi, Kannada, Tamil, Bengali, Gujarati, Marathi and Malayalam.
Mumbai: Himalaya Wellness, a leading FMCG wellness brand, has recently made a return to the Women’s T20 League, this time with a unique and engaging campaign titled #TakeMySPOT which goes beyond basic product promotion / integration, celebrating women in sports and resonating with audiences through humour and engaging storytelling.
The campaign serves as a rallying cry, urging individuals to challenge the status quo and create space for themselves and others in every sphere of life. It encourages people to embrace their uniqueness and stand tall in a world that often seeks to confine them within predefined roles and expectations.
#TakeMySPOT cleverly used the concept of “spot” with a playful twist. The teaser phase, launched during the first RCB match, saw players sporting #TakeMySPOT on their caps, leaving viewers curious while sparking social conversations. A video featuring RCB star cricketers Smriti Mandhana, Richa Ghosh, and Shreyanka Patil alongside content creator Danish Sait who added a layer of humour into the video with his witty take on the “spot” theme kept the audience guessing. This effectively amplified the campaign’s message making the teaser hashtag #TakeMySpot trend no1 on Twitter during RCB’s first match. To build further excitement, the brand utilized a 360-degree strategy across radio, social media, outdoor advertising, and YouTube.
Indiantelevision.com reached out to Himalaya Wellness Company’s business director Rajesh Krishnamurthy, who shed light on the overall campaign and how the brand has taken a shift from traditional sponsorships to creating narratives that connect with audiences emotionally.
Edited excerpts
On the inspiration behind Himalaya Wellness’s decision to return to the Women’s T20 League with the #TakeMySPOT campaign
The inspiration behind Himalaya Wellness’s decision to return to the Women’s T20 League with the #TakeMySPOT campaign stems from the resounding success of our previous collaboration with Royal Challengers Bangalore (RCB). Last year’s “#NotFair” campaign with RCB achieved remarkable brand awareness and sparked positive conversations about inclusivity, aligning perfectly with Himalaya’s commitment to celebrating women in sports and promoting beauty and wellness. Building on this momentum, we recognized the strategic opportunity to continue leveraging our partnership with RCB for the second season. Our decision to return to the Women’s T20 League with the #TakeMySPOT campaign is driven by our desire to replicate the prior season’s positive brand impact and further build upon our association with RCB. By promoting our latest product, the Himalaya Dark Spot Clearing Turmeric Face Wash, through this campaign, we aim to continue supporting and acknowledging the well-deserved SPOT of women in sports.
On this campaign aiming to celebrate and empower women in sports
The #TakeMySPOT campaign aims to celebrate and empower women in sports in several ways. Firstly, by partnering with the Women’s T20 League and featuring prominent female cricketers from RCB, the campaign highlights the talent and achievements of women in cricket, showcasing their capabilities on a significant platform. Through the #TakeMySPOT campaign, our focus has been to celebrate women in sports and acknowledge their well-deserved place on the field, while launching our latest Himalaya Turmeric Dark Spot Clearing Face Wash and Face Care Range. Continuing the association also allowed us to keep driving relevant discussions around women’s spot in sports. Additionally, the Women’s T20 League embodies empowerment, inclusivity, and diversity in cricket, values that resonate with Himalaya’s brand narrative, further reinforcing the campaign’s message of celebrating women in sports. Moreover, the campaign leverages the significant online viewership and popularity of the Women’s T20 League to reach a diverse demographic of cricket fans in India, including sports enthusiasts. Through collaborations with RCB and the BCCI’s efforts in equalizing the sport and supporting the Women’s T20 League, the campaign promotes gender equality and empowers women by providing them with equal opportunities and recognition in sports. Also, as the campaign prominently features renowned female cricketers from the Royal Challengers Bangalore (RCB) team, it not only supports these athletes in their journey but also serves as an inspiration for young women looking to pursue their passions in sports.
On the role of humour and storytelling resonating with the campaign’s target audience
Humour and storytelling play crucial roles in resonating with the campaign’s target audience by adding depth and relatability to the messaging. The campaign’s central message emphasizes the hard work and determination of every player to earn their spot on the team, highlighting their efforts to challenge societal norms in the field of sports. To add a playful twist to the narrative, we partnered with content creator Danish, who brings an element of wit to the film. By incorporating humour into the storytelling, the campaign effectively captures the audience’s attention and makes the message more engaging and memorable. Moreover, as I mentioned earlier, the quirky correlation between the efforts of women cricketers to secure their spot on the field and Himalaya’s efforts to eliminate tough spots on the face using the new Himalaya Dark Spot Clearing Turmeric Face Wash is cleverly woven into the storytelling. This connection not only resonates with the audience but also aligns with Himalaya’s core values. The execution of the #TakeMySPOT campaign was actioned in two phases, Teaser and Reveal, further enhances the storytelling aspect. The teaser campaign ignited user interest and stimulated online discussions during RCB’s opening match. The reveal phase of the campaign effectively answered the curiosity generated and the anticipation that was built among the audience during the teaser phase. This strategic approach to storytelling ensures maximum engagement and impact, ultimately driving the success of the campaign.
On some challenges faced in conceptualizing and executing this campaign, particularly considering the sensitive nature of gender representation in advertising
Advertising with gender representation can be sensitive but when done in alignment with the brand’s core values can become an advantage. Through this campaign, Himalaya aims to cultivate a supportive environment where female athletes can flourish and serve as inspirations to others. This reflects the brand’s values and contributes to building an encouraging society. By intertwining these themes with a quirky promotion of the product, we reinforced our commitment to driving social change through an engaging delivery. In this creative, Humor & quirkiness served as a powerful tool for engaging consumers across age groups while still communicating the main message. This holistic approach not only promotes Himalaya’s brand values but also contributes to creating a supportive and empowering space for female athletes to thrive and inspire others.
On any plans to extend the #TakeMySPOT campaign beyond the Women’s T20 League
Beyond cricket, Himalaya’s collaboration with the GoEqual Premier League expands our commitment to women’s empowerment. The collaboration aims to promote the celebration of women’s rightful place in sports, advocating for equality and breaking away from gender stereotypes. This partnership delves deeper into the community level, focusing on grassroots football programs that nurture participation and inclusivity. Here, our key objectives go beyond the playing field. We aim to invest in the future by supporting infrastructure development and skill-building initiatives for young female footballers. The GoEqual Premier League itself dismantles gender stereotypes by providing a platform where girls are valued for their abilities, not limited by outdated expectations. This collaboration is more focused on creating pathways for talented young women to succeed in life.
By engaging with local communities, schools, youth organizations, and professional teams through the GoEqual Premier League, we aim to strengthen our social impact and reinforce our overall commitment to inclusivity. This partnership aligns perfectly with our broader goals of promoting empowerment of women. Moreover, by connecting with a new audience passionate about women’s football, we’re expanding our brand reach and further solidifying our identity as a champion for positive social change.
Mumbai: Captains Faf du Plessis, Smriti Mandhana and batting icon Virat Kohli on Tuesday unveiled the new jersey of Royal Challengers Bengaluru (RCB) during a magical RCB Unbox 2024 at the M Chinnaswamy Stadium in Bengaluru.
The team’s new name and logo were also unveiled, paying homage to the rich history and tradition of the city. The team will now be known as Royal Challengers Bengaluru.
Celebrating the spirit of passionate and enthusiastic fans of the team, the 12th Man Army—one of the most loyal fan bases in the world, the remarkable event took place for the third time and it was even more special this time, especially after the women’s team’s recent triumph in the Women’s Premier League 2024.
A unique exciting event, ahead of the Indian Premier League 2024, provided fans a memorable experience to watch their favourite stars in action live with the entire team taking part in a training session, showcasing glimpses of what they can anticipate in the upcoming season.
Kohli along with women’s team captain Mandhana and men’s team skipper Du Plessis launched the new jersey. The launch reinforces team’s connection with the fans and the meticulous and thoughtful design of the logo not only reflects the franchise’s vision, values and play bold philosophy but also embodies the spirit of teamwork, innovation and excellence that defines RCB.
Fan-favourite Kohli, Du Plessis, Mohammed Siraj and Glenn Maxwell received roaring cheers from the fans as they entered the field along with other RCB stars inside the jam-packed M Chinnaswamy Stadium.
Mandhana-led triumphant women’s team, who clinched the WPL 2024 crown earlier this week, was also present on the occasion as they received a special guard of honour from the men’s team amidst huge applause from the fans.
Former India pacer and RCB star R Vinay Kumar was also inducted into the RCB Hall of Fame as he joined AB de Villiers and Chris Gayle. Vinay Kumar is the third-highest wicket-taker of RCB.
In an extraordinary evening, fans were also treated to some entertaining music with electrifying performances by the renowned DJ Alan Walker along with other popular stars such as Raghu Dixit, Neeti Mohan, Brotha V, Jordindian among many others.
RCB is scheduled to kickstart its campaign on Friday in the 2024 IPL opener before they return to Bengaluru to play their first home game of the league on 25 March.
