MUMBAI:AI, aye, captain! This festive season, Seagram’s Royal Stag packaged drinking water is taking celebrations to the next level with an AI twist. Its new campaign, Celebratelarge – Hum Hain Generation Large, Humaara Har Celebration Large, turns the art of wishing into a tech-powered experience, with none other than Rohit Sharma helping India “live it large.”
Unveiled in Gurugram, the campaign reimagines how the country swaps festive greetings. Using regenerative AI and advanced voice synthesis, fans can now create personalised video messages featuring Rohit Sharma himself, transforming a simple wish into a hyper-real moment of connection.
Adding another layer of sparkle is a 3D Festive Map, an AR-driven visual playground that captures the vibrancy of India’s celebrations. Meanwhile, India’s T20 captain Suryakumar Yadav steps in with curated festive tips spanning gifting, food, fashion and music, making every celebration feel a touch grander.
The campaign is also teaming up with Gaana to amplify the festive mood through music. “Festivals in India are about culture, expression and togetherness, and music makes these moments even more special,” said ENIL CEO Yatish Mehrishi. “This collaboration reimagines celebrations through creativity and innovation, encouraging today’s generation to live large.”
Consumers can craft their own personalised greeting with Rohit Sharma and even win ICC T20 World Cup tickets by visiting royalstagliveitlarge.com. True to its name, Royal Stag’s latest campaign doesn’t just celebrate festivals, it celebrates them large.
MUMBAI: When it comes to fresh innings, GLS University has knocked it out of the park. The Ahmedabad-based institution has roped in Indian cricket superstar Suryakumar Yadav as its brand ambassador, bringing together the worlds of fearless sport and forward-thinking education.
Fondly known as Mr 360 for his audacious stroke play, Surya embodies resilience, adaptability and ambition, qualities GLS says mirror its own vision of preparing students to thrive in real-world challenges. His journey from street cricket to captaining India in T20I echoes the university’s rise in under a decade as one of Gujarat’s most dynamic centres of learning.
“I am thrilled to be associated with GLS University,” said Yadav. “What excites me most is how their legacy combines with new thinking, encouraging students to take risks, stay disciplined and think beyond the ordinary.”
Welcoming him to the fold, GLS president Sudhir Nanavati remarked, “SKY is more than a cricketer, he is a symbol of belief and perseverance turning dreams into milestones. That is exactly the aspiration we want every GLS student to embrace.”
GLS executive director Chandni Kapadia added, “Surya doesn’t just play cricket, he paints the sky with possibilities. His fearless 360 degree play reflects our multidisciplinary approach, inspiring students to go beyond limits.”
Founded in 2015, GLS University is backed by the legacy of the Gujarat Law Society, established in 1927. With industry-linked programmes, dual degree pathways and global collaborations, the institution is betting big on innovation and skill-based learning.
The partnership with Surya aims to spread a message of excellence and leadership, blending education and sport to inspire the leaders of tomorrow. And as this collaboration takes flight, one thing is clear, for GLS and SKY, the boundaries don’t exist.
MUMBAI: When cricket’s Mr. 360 takes flight, you know it’s not just sixes soaring into the stands. Suryakumar Yadav, soon to lead India in the Asia Cup, has just been unveiled as Skyscanner’s first-ever brand ambassador in India bringing his flair for all-round play to the world of travel.
The partnership is no shot in the dark. With nearly half of Indians (47 per cent) willing to travel just to watch cricket live, sport-led tourism is booming, as revealed in Skyscanner’s Pitch Perfect Journeys report. Yadav’s adventurous personality and nationwide appeal fit neatly into the travel app’s push to connect with digital-first, lifestyle-hungry audiences. In short, cricket meets check-ins, and boundaries meet boarding passes.
The tie-up kicks off with a fan-driven contest across Skyscanner India and SKY’s own social media, where travellers are invited to design his ultimate personalised itinerary from hidden gems to underrated hotspots. The 10 most creative plans will win fans an exclusive meet-and-greet with the star himself. For Skyscanner, which opened its first India office only last year, roping in SKY is more than just a marketing play, it’s a bold statement of intent to become India’s go-to travel buddy, whether fans are chasing wickets or wanderlust.
MUMBAI: When the lights stay on and the game never stops, you know someone’s powering the innings behind the scenes. Lauritz Knudsen Electrical and Automation, a leader in India’s electrical and automation space, has rolled out its latest campaign Powering a Non-Stop India with the star power of Mumbai Indians’ trio, captain Hardik Pandya, Rohit Sharma and Suryakumar Yadav.
As the Principal Partner of Mumbai Indians, the brand isn’t just about logo placement on jerseys. The campaign spotlights how Lauritz Knudsen keeps India moving from hospitals running 24/7 and factories working round the clock, to homes that never miss a beat. The film runs seamlessly through these everyday scenarios, reflecting the company’s promise of reliability and resilience.
Backed by creative muscle from Saatchi & Saatchi India, the campaign goes beyond advertising bravado. “Empowering bold and future-ready operations is at the heart of what we do,” said Schneider Electric vice president of marketing for Greater India Rajat Abbi emphasising Lauritz Knudsen’s role in driving a relentless India forward. Saatchi’s Chief Creative Officer Rohit Malkani added, “When you have three cricketing giants and a brand that never stops, the film itself had to move nonstop.”
With India’s love for cricket as its amplifier and a message rooted in everyday resilience, the campaign blends entertainment with utility. Live across multiple platforms, it plugs Lauritz Knudsen’s story straight into households, reminding viewers that while the stars may play on the field, it’s reliable power that keeps the country’s innings going.
Would you like me to also suggest a crisper alternate headline option without the cricket pun, in case you want to emphasise the “non-stop India” theme more strongly?
MUMBAI: Cricket advertising in India is a genre unto itself, but Sony Pictures Networks India may have just served up one of its most affecting innings yet. Its new Asia Cup promotional TVC, titled Asia Cup ka maha-muqabla, does not rely on pyrotechnics or overblown jingoism. Instead, it leans into something far more powerful: the lived reality of a billion-strong cricket nation.
The spot opens in a middle-class household, the sort instantly recognisable to viewers across India — compact, cluttered, warm. A multi-generational family, representing the classic Indian joint household, is gathered around a television set. Their emotions run the gamut from tense expectation to barely-suppressed hope. In their midst sits Virender Sehwag, the retired swashbuckler whose effortless stroke play once embodied India’s batting swagger. His presence is casual, yet symbolic: cricket is family.
On screen unfolds the ultimate cliché of Indian sport — a last-ball thriller against Pakistan. Suryakumar Yadav, known for his 360-degree stroke-making but carrying the weight of a poor run against Pakistan, takes guard against Shaheen Shah Afridi, Pakistan’s fiery left-arm quick. India need three off the final delivery. The room holds its breath. Yadav unfurls his trademark flick-sweep off his pads. The ball soars over fine-leg, lands in the stands. India have won.
The family erupts. So do, by implication, the millions watching at home across the country. The genius of the commercial is that the victory is not just India’s, not just Yadav’s redemption, not just a nod to the India–Pakistan rivalry that remains cricket’s greatest theatre. It is framed as a shared triumph of nationhood.
Sony has laced the narrative with subtle social cues. The family members are deliberately cast without overt religious markers — no heavy-handed signifiers of Hindu, Muslim, Sikh, or Christian identities. Instead, their togetherness suggests an anonymous universality, a blend of every Indian home. When one family member remarks, “God has listened to your prayers,” the phrase resonates across religions. It could as easily be said in a temple, mosque, church, or gurdwara.
This inclusivity crystallises in the closing voiceover: “When it comes to Team India, 140 crore hearts beat as one.” It is more than a tagline; it is an assertion of secular nationalism, packaged through the one institution that cuts across fault lines of caste, creed, and community — cricket.
The choice of Sehwag is inspired. His image has long been that of the approachable great: less demi-god than street-cricketer made good. Sehwag in a living room, laughing along with ordinary Indians, works as shorthand for the collapsing of boundaries between the game’s elite and its fans. In a country where cricket stars are often deified, here is one being human.
The film also plays on nostalgia. For decades, Indian households have arranged their routines around cricket matches. The image of families huddled before television sets — chai cups rattling, grandparents muttering prayers, children imitating shots in the cramped corridor — is imprinted in the national psyche. By invoking that memory, Sony makes the Asia Cup not just about live sport, but about reliving a tradition.
The timing of the TVC is astute. The Asia Cup kicks off on 9 September, with India–Pakistan ties expected to draw record ratings. This is also India’s first major tournament after the passage of the Online Gaming Bill 2025, which banned betting and fantasy sports with cash stakes but emphasised “safe online gaming” and esports as cultural exports. Sony’s film neatly dovetails with the government’s rhetoric: cricket as a unifying, wholesome national obsession rather than a site of division.
Advertising scholars will note how Asia Cup ka maha-muqabla breaks from older tropes. Previous India–Pakistan promos often thrived on antagonism: taunts, satire, chest-thumping. Sony, by contrast, softens the edges. The rivalry remains fierce — the six off Afridi is fantasy fulfilment — but the messaging is inward-looking. The focus is not beating Pakistan as much as celebrating India.
For a tournament where sport often becomes geopolitics, this is a nuanced turn. In less than a minute, the campaign positions cricket as faith, family, catharsis, and national glue.
That, in the end, is why the spot works. It is not simply flogging a match, or a tournament. It is selling the idea that India itself is best understood when a billion-plus citizens are praying for the same thing, shouting at the same screen, and rejoicing together when the ball sails into the stands.
MUMBAI: When Suryakumar Yadav sends the ball sailing for six, India doesn’t just win a match 140 crore hearts leap together. That’s the pulse Sony Sports Network has bottled in its new campaign film, Rag Rag Mein Bharat, unveiled ahead of the Asia Cup 2025. Set in a small-town courtyard, the film captures the quintessential India-Pakistan cricket moment: neighbours huddled around a TV, silence stretching as the bowler runs in, before erupting into dhol beats, tricolour waves and unfiltered joy. And to seal the sentiment, none other than Virender Sehwag delivers the rallying cry: “When it comes to India, 140 crore hearts beat as one.”
Sony Pictures Networks India, chief revenue officer for distribution & international business and head of ports business Rajesh Kaul called the Asia Cup “one of the most iconic tournaments in world cricket.” He said #RagRagMeinBharat is a reminder of cricket’s power to transcend divides of age, gender, region and religion. “Having Sehwag embody that sentiment makes it even more powerful,” he added.
For Sehwag himself, the campaign is a throwback to his own Asia Cup days. “Walking into the dressing room, you could feel the buzz even before stepping onto the field,” he recalled. “The chants, the energy fans weren’t just watching; they were living it with you. That’s what this film gets spot on.”
The 17th edition of the Asia Cup, played in the UAE from 9–28 September 2025, will feature eight teams in a T20 format, with group stages leading into the Super Four and the final. India, the defending champions, enter the fray with a record eight Asia Cup titles under their belt.
Rolling out in Hindi, Tamil and Telugu across Sony’s broadcast network, Sony Liv and social media, the campaign is less an ad and more a rallying anthem. For a nation where cricket is religion, Rag Rag Mein Bharat might just be the battle cry echoing through every living room, street corner and stadium.
MUMBAI: Brace yourselves, thought leaders and policy buffs! The India Today Conclave 2025 is all set to electrify the stage at the Taj Palace, Delhi, on 7-8 March. With an enviable lineup of political titans, business magnates, cultural icons, and global experts, this year’s theme—’Age of Acceleration’—promises to decode the rapid transformations shaping our world.
Leading the charge is Delhi CM Rekha Gupta who will make her first significant public appearance since assuming office. She will unveil her vision for Delhi under the ‘Lotus Capital’ framework, touching upon governance, infrastructure, and policy shifts set to redefine the capital’s future.
Adding firepower to the political discourse, Uttar Pradesh CM Yogi Adityanath will reflect on the grandeur of the Maha Kumbh, revealing how it transcends tradition to become a showcase of logistical and infrastructural prowess. Meanwhile, former U.S. State secretary and CIA director Mike Pompeo will provide an insider’s perspective on global security, shifting alliances, and the evolving India-U.S. relationship.
The geopolitical conversations will extend further with Palestine Land Studies Centre director Zeina Jallad offering insights on Gaza’s legal and political landscape, while author and former Israeli parliamentarian Einat Wilf will present her perspective on the region’s future.
The conclave isn’t all politics and diplomacy. Indian cinema’s perfectionist Aamir Khan will take a deep dive into storytelling, cinema, and the evolution of entertainment, while Shabana Azmi and Jyothika will share behind-the-scenes insights into their upcoming film, alongside producer Shibani Akhtar. In a rare public conversation, Sonakshi Sinha and Zaheer Iqbal will explore the ever-evolving nature of love and companionship.
Women in business will take centre stage as Namita Thapar (Emcure Pharmaceuticals), Avarna Jain (Saregama), and Anu Ranjan (Indian Television Academy) discuss leadership, entrepreneurship, and breaking barriers in male-dominated industries.
The conclave will also shine a spotlight on sports, music, and intellectual excellence. Indian cricketer Suryakumar Yadav will discuss how he’s redefining modern batting, chess prodigy D. Gukesh will recount his meteoric rise to becoming the world’s youngest champion, and musician Rishab Rikhiram Sharma will share his journey of taking Indian classical music to the world stage.
With conversations spanning governance, business, technology, culture, and sports, India Today Conclave 2025 is poised to be a melting pot of ideas that shape India’s trajectory. As the world speeds up in the ‘Age of Acceleration’, this conclave promises to be the pulse of change, where the future is not just discussed—it’s defined.
MUMBAI: Adidas has launched a bold new chapter in its global brand campaign, reaffirming its commitment to reducing negative pressure in sport and championing the power of encouragement. Featuring India’s cricketing elite, the campaign aims to foster a culture where support, not criticism, fuels an athlete’s journey.
New global research has laid bare a troubling reality—four in five athletes endure unhelpful sideline behaviour, often leading them to abandon their sport altogether. Adidas is stepping in with a clear message: positivity matters. The campaign, ‘You Got This’, underscores the transformative power of encouragement in sports, proving that a well-timed word of support can turn self-doubt into confidence.
Set to launch ahead of the ICC Champions Trophy 2025, the campaign film stars India’s cricketing stalwarts—Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav, and Virat Kohli. Adding an emotional punch, the film features a reimagined version of I’m Sticking With You by The Velvet Underground, produced by James Blake, capturing the essence of unwavering support from the sidelines.
Beyond the film, Adidas is introducing its sideline essentials, a toolkit offering practical guidance on how coaches, parents, supporters, and teammates can encourage athletes and help them thrive. This initiative stems from Adidas’ global study on the sideline effect, which examines the impact of both positive and negative sideline behaviours on athletes’ performance and mental well-being.
Adidas India GM Neelendra Singh reinforced the brand’s commitment to athlete support, stating, “At Adidas, we have always stood by our athletes, both on and off the field. Recognising that pressure is an inherent part of sport, our ‘You Got This’ campaign aims to inspire positive influence on every pitch, track, and court. A simple gesture of encouragement can transform self-doubt into confidence.”
The campaign will roll out across multiple media platforms worldwide, amplified further through retail activations that drive home Adidas’ mission: to make sports a space where encouragement outshines negativity. Because, in the end, a little bit of belief—especially from the sidelines—can change the game.
MUMBAI: Ready for cricket balls orbiting the moon?
Get your beers ready, because cricket’s biggest showstoppers—India and England—are set to light up your screens with a five-match T20I series starting 22 January. With Suryakumar Yadav leading the Blues and England bringing their explosive Bazball approach, this series is not just a clash of cricketing heavyweights—it’s a fireworks display in the making.
What’s more? Star Sports Network and Disney+ Hotstar have launched the quirky and entertaining ‘SKYball’ campaign, and trust us, it’s out of this world—literally. But before we spill all the details, ask yourself: Can the moon survive SKY and Bazball’s six-hitting spree?
The campaign film, featuring India’s T20I skipper Suryakumar Yadav, takes cricket fandom to a whole new level—space. Set in a mission control room, it hilariously shows cricket balls zooming toward the moon like mini rockets. Suryakumar, aka SKY, even apologises to the celestial body before delivering his punchline: “Moon, see you soon!”
If that’s not enough, the film cheekily teases England’s big hitters joining the action, as sirens blare and cricket balls whiz past the control station. The message? This series isn’t about boundaries—it’s about breaking them.
Speaking about the campaign, SKY said, “Every time we take the field, we are always looking to push the boundaries that help aim consistently for the moonshot. This rivalry has been among the most iconic and competitive ones for decades now, and even more so for the fans who are looking forward to witnessing some exciting cricket in our backyard.”
Adding to the hype, JioStar head of marketing – sports, Vikram Passi noted, “The campaign is a tribute to how the Blues, under the leadership of Suryakumar Yadav, have taken power-hitting to a new high. Add the English power-hitters into the mix, and a sumptuous buffet of sixes is about to be served.”
With England’s much-hyped Bazball tactics facing India’s SKYball, fans can expect a high-octane contest where cricket balls will spend more time in the air than on the ground.
The stakes are sky-high. This five-match T20I series at Kolkata’s Eden Gardens kicks off India’s first home series of 2025 and serves as a crucial warm-up for the ICC Champions Trophy in February. With India ranked number one and England at number three, the battle promises to deliver top-tier cricketing drama.
Clear your evenings; you won’t want to miss a single six.
As cricket fans count down to 22 January, the question remains: Who will win the battle of the big hitters? Will SKY’s fireworks outshine England’s Bazball pyrotechnics? One thing’s for sure—this series will be unmissable.
Catch all the action live on Star Sports Network and Disney+ Hotstar.
Mumbai: The Indian Garage Co (TIGC), a fast-fashion brand, teams up with its brand ambassador and one of the most dynamic players on and off the field, Suryakumar Yadav, aka SKY, for an exhilarating campaign, “Be Your Own Sky”. The campaign champions resilience, self-expression & authenticity, encouraging individuals to defy societal expectations and embrace their genuine selves.
The “Be Your Own Sky” campaign kicked off with Suryakumar Yadav (SKY), exclusively represented by RISE Worldwide, narrating his inspirational journey on his Instagram page, recounting how his struggles never defined him, and how he forged his path to success on his own terms. The campaign is amplified by the #NeverGivesUpChallenge and in a touching gesture, SKY nominated his wife, DevIsha Shetty, as his source of inspiration, who relentlessly pushes him to be better. . He further invited others to nominate or tag someone they know for the #NeverGivesUpChallenge, to be inspired and learn from.
The grand unveiling of the ‘BeYourOwnSky’ campaign featured a dynamic fusion of music and energy. Suryakumar Yadav made a groundbreaking debut in a rap star persona, captivating audiences as he danced to an infectious beat, showcasing the ultra-cool Streetwear collection by TIGC. The electrifying video premiered on SKY and TIGC’s Instagram page, marking a significant milestone for the campaign.
Speaking at the campaign’s launch, TIGC founder & CEO Anant Tanted said, “SKY’s meteoric rise in cricket despite facing numerous challenges resonates deeply with our brand ethos of resilience and empowerment. We aim to ignite that same spirit of determination within our community, encouraging them to embrace their uniqueness and never give up on their dreams.“
Expressing his delight, Suryakumar Yadav highlighted that, “Inspiration can come from anywhere, and I found mine right next to me. Through the “NeverGivesUpChallenge, I look forward to seeing the stories, which will also serve as an inspiration to everyone, including me. If my journey can inspire anyone to discover their resilience and determination, I’ll feel immensely fulfilled.”
Stay tuned to the Instagram handles of @surya_14kumar and @theindiangarageco for the latest updates and participate in the #BeYourOwnSky campaign, which offers an exclusive opportunity for five lucky winners to meet SKY and receive a wardrobe makeover from TIGC.
The latest collection will be available for sale soon on the official website [TIGC] and leading e-commerce platforms.
