The campaign features former international umpire Billy Bowden, whose distinctive on-field gestures are used as prompts for viewers to access deals on the platform. Each signal, such as those for a six or a wide, corresponds to specific product categories and offers.

The campaign was introduced alongside a promotional film in which Bowden appears as a coach training aspiring umpires. The film presents his signature gestures in a humorous setting, linking each one to different products available on the platform.

As part of the initiative, viewers are encouraged to capture an umpire’s signal during a live match and submit it via Flipkart’s WhatsApp bot. Users who correctly identify the associated product category receive a corresponding deal.

“Cricket in India today is a second-screen experience, with fans constantly engaging in real time. Our insight was to make that attention actionable. This campaign explores new-age commerce by blending cricket, culture, and technology, turning Billy Bowden’s iconic signals into real-time shopping triggers that link live moments with instant intent,” said Pratik Shetty, Vice President, Growth and Marketing, Flipkart.

Sachin Kamble, Chief Creative Officer at Leo South Asia, also added, “We wanted to take something every cricket fan instinctively recognises – the umpire’s signal and turn it into an interactive trigger for our audience. By gamifying these iconic gestures, the idea transforms passive viewing into active participation. Suddenly, every moment in the match becomes an opportunity not just to watch, but to engage and unlock value.”

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Set against the backdrop of international cricket, the initiative draws parallels between the intensity of the sport and the broader challenge of overcoming doubt, expectation, and distraction. Through a digital film, the campaign portrays the athletes’ experiences and the idea of “letting their game do the talking”, reflecting the brand’s emphasis on self-expression.

The narrative centres on the pressures faced by professional athletes competing before large audiences, highlighting how belief, resilience, and self-trust can influence performance amid criticism and scrutiny.

 

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Archit Chenoy, CEO of RepIndia, said, “We believe the most powerful ideas are born at the intersection of culture, data, and human truth. With ‘Fighting For The Right Voices,’ we wanted to tell a story that goes beyond cricket and taps into something deeply personal – the inner voices athletes carry with them.’

Archit added, “Daryl and Glenn’s journeys embody resilience, individuality, and the courage to rise above external noise. This film reflects JBL’s philosophy and our shared belief in creating work that doesn’t just get seen, but gets felt.”

Moreover, Akhil Sethi, head of digital marketing at HARMAN India, added, “‘Fighting For The Right Voices’ brings that belief to life by spotlighting athletes who have overcome doubt, expectation, and personal battles to find their voice on the global stage. This campaign reflects our commitment to inspiring a generation to embrace who they truly are.”

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The anthem features vocals by Sunidhi Chauhan and Vishal Dadlani and is composed by Filmfare musician Sameer Uddin. The accompanying film showcases fan rituals and memorable cricket moments across the country, reflecting how the sport is woven into daily life and creating a cultural expression. 

Speaking about the campaign, Amit Syngle, managing director & CEO of Asian Paints, said, “Cricket has a rare and powerful ability to unite India, transcending regions, generations, and everyday routines to create moments of shared pride and belief. The quiet anticipation of a close finish, the eruption of cheers, the unbridled celebrations are profound moments that unfold inside and outside of homes alongside those we hold closest.”

Amit added, “As pioneers in colour, we continue to explore how colour can bring to life feelings that are often beyond words. This anthem is our tribute to the emotions cricket ignites in millions of Indian homes, drawing the nation together, one lyric, one colour, one cheer, one heartbeat at a time.”

Neville Shah, chief creative officer at Kinnect, also commented, “For Asian Paints, colour has never been decorative. It’s expressive. As the Colour Partner of India Home Cricket, creating an anthem felt instinctive. It was our way of entering Indian living rooms this cricket season, not as a brand speaking, but as one celebrating the surge of emotion the game brings with it.”

Moreover, the campaign builds on Asian Paints’ strategic partnership with the Board of Control for Cricket in India (BCCI) as the Official Colour Partner of India Home Cricket.

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According to the company, the campaign is intended to mark India’s passion for cricket while reinforcing Hyundai’s association with the tournament. It also includes a brand film featuring Shah Rukh Khan, along with dealership activations, customer engagement programmes, test drive contests, and in-stadium brand experiences.

Directed by Vasan Bala, the campaign revisits the song “Yeh Dil Deewana” from the 1997 film Pardes. The creative also draws on themes of nostalgia and collective fandom, positioning Hyundai alongside moments of national sporting significance.

Speaking about the campaign, Tarun Garg, managing director and chief executive officer of Hyundai Motor India Limited, said, “Cricket in India represents continuity, belief, and aspiration, values that deeply resonate with us at Hyundai. As the Premier Partner with ICC, HMIL is proud to launch ‘Deewane India ka Deewana Humsafar’ (India’s Cricket-Loving Companion) brand campaign ahead of the T20 World Cup 2026. The campaign draws inspiration from an undeniable truth – Cricket in India is lived every day, far beyond the stadiums.”

Tarun added, “With Shah Rukh Khan at its heart, the brand film brings alive the emotion of match moments where time seems to stand still and the nation watches as one. In many ways, it mirrors Hyundai’s three-decade journey in India, rooted in trust, driven by innovation and shaped by a deep connection with Indian consumers. We wish ICC for the successful tournament and look forward to the action both on and off the field during this T20 World Cup.”

Moreover, the 360-degree campaign will run across television, digital, and radio platforms. HMIL will also serve as a co-powered presenter of the tournament on JioHotstar connected TV, as part of its outreach to digital audiences.

As part of the wider campaign, the company has introduced a user-generated content (UGC) initiative titled ‘Cricket ka Sabse Bada Deewana’ (The Biggest Cricket Fan). Running from February 2 to 21 February 2026, participants are invited to share cricket-related content on Instagram by tagging @hyundaiindia and using the hashtag #HyundaiSabseBadaDeewana. Selected winners will receive an all-expenses-paid trip to attend a T20 World Cup 2026 match, subject to terms and conditions.

In the lead-up to the tournament, HMIL also organised the ‘Hyundai Trophy Connect’ programme, which featured the display of the ICC Men’s T20 World Cup 2026 trophy in Mumbai, Bengaluru, and Gurugram from January 28 to February 1, 2026. The display also included interactive elements such as themed photo opportunities and virtual reality cricket experiences.

Additionally, Hyundai has rolled out a dealership-led test drive campaign across its national network. Participating showrooms are hosting cricket-themed activations and offering customers the opportunity to win match tickets, subject to terms and conditions.

Additionally, the company stated that further in-stadium activations and product displays will take place during the tournament, aimed at engaging fans attending matches and extending its brand presence throughout the event.

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The company said the initiative, launched around National Girl Child Day, builds on its existing ‘1derwoman’ platform and is designed to connect aspiring cricketers with players from the RCB Women’s team. The academy features an interactive chatbot that delivers motivational content, cricket-related guidance, and personalised responses from team members.

According to Himalaya Wellness, young participants from across India can register through the platform for a chance to receive one of 100 scholarships. Users who complete the programme receive a certificate, with their final submission included in the scholarship application process.

The chatbot-based academy begins with a welcome message from the RCB Women’s team and offers what the company describes as a conversational experience intended to simulate mentorship. Himalaya said the initiative is intended to provide access to learning tools and confidence-building guidance.

Speaking on the launch, Rajesh Krishnamurthy, business director – consumer products division, Himalaya Wellness Company, said, “At Himalaya, our approach is anchored in building purposeful initiatives that deliver measurable impact. With the launch of the 1derwoman Academy, we are strengthening this commitment by moving beyond inspiration to action, building a structured pathway that supports learning, confidence, and long-term growth for young girls.”

Ragini Hariharan, marketing director – beauty & personal care, Himalaya Wellness, said, “1derwoman was created to ensure young girls don’t just admire role models from afar, but feel supported in their own journeys. The Academy allows us to scale this intent by combining technology with credible voices, making mentorship accessible, relatable and relevant for today’s generation.”

Abhishek Ashat, general manager – beauty & face care, Himalaya Wellness, added, “The 1derwoman Academy is designed to inspire action, not just awareness. Through guided interactions, resources and scholarships, we aim to support young girls at a formative stage of their lives. It is a meaningful extension of our brand purpose where wellness is not just about products, but about nurturing confidence, capability and long-term impact.”

Alongside the digital initiative, Himalaya Wellness also organised an on-ground cricket tournament in collaboration with the Female Cricket Academy. The company said the tournament attracted more than 200 registrations, with 25 participants selected to meet members of the RCB Women’s team.

Himalaya Wellness said the broader programme aims to create engagement opportunities for young girls at a time when women’s cricket continues to gain visibility across India.

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Conceptualised by creative agency Schbang, the Britannia 5050 4th Umpire campaign invites fans to play the role of an umpire by predicting the outcomes of match scenarios presented online. Participants who make accurate calls can win rewards such as match tickets and cashback.

To support the new season, a series of television commercials depict everyday situations where people act as umpires—whether in a train compartment or settling a dispute over a kite—reflecting the campaign’s central idea that everyone in India has a view on the game.

Speaking on the campaign, Umma Saini, CCO at Schbang, said, “Anything can happen during the peak T20 season, and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community, and that’s part of our beauty.”

“We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A kite or a catch, ab India me har koi banega umpire,” Saini added.

To access the game, fans can scan a Britannia 5050 pack and play 4th Umpire by watching match scenarios and making their predictions.

Siddharth Gupta, general manager of marketing at Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”

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In creative collaboration with Pat, the campaign is told in a series of six adverts and through a playful, paparazzi-style lens, fans are given an inside peek into Pat’s cricket obsessed life off the field. 

From practising his sweep shot with a rolled-up newspaper to rehearsing his sledges in the mirror after a shower, the humorous and honest insights are peppered with cricket nuances throughout, celebrating the game’s spirit and tradition.

The campaign is launched ahead of the ICC Men’s Champions Trophy tourney, which will see the world’s top ODI teams descend on Pakistan and the UAE from 19 February – 9 March. Making its long-awaited return to the international cricket calendar, the 15-match tournament will be staged for the first time in eight years.

Speaking on his involvement in the campaign, Pat said, “I had a lot of fun working with the Prime Video team to create these ads to support the return of the ICC Men’s Champions Trophy tournament in February, and I hope they show the passion Australian cricket fans have for the game.”

He added, “This year’s tournament will no doubt be full of drama, and with every match live at 8pm AEDT, it’s easy to watch along, live and exclusive on Prime Video in Australia”.

Meanwhile, James Beswick and Rowan Foxcroft, associate creative directors at Leo Australia, commented, “Our latest campaign shows a side of captain Pat Cummins we’ve never seen before, giving fans a little glimpse into the inner workings of his mind, whilst drumming up excitement for the first of many great ICC Cricket tournaments Prime Video have in store for 2025. If anyone’s seen where the Brett Lee portrait went, do let us know.”

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In a bold and disruptive campaign by Dentsu Creative, Gulf Oil has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and the game.

The campaign was kicked off with a behind-the-scenes film, featuring CSK’s beloved players, led by Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign’s unique concept of giving time back to CSK players, while inviting fans to craft their own advertisements. The film concluded with a compelling call to action, urging fans to unleash their creativity by visiting the campaign website.

Adding a touch of humour to the campaign are entertaining films featuring uncanny lookalikes of CSK players such as Dhoni and Jadeja. These films humorously fill the void left by the real heroes who are diligently honing their skills on the field. They reinforce the campaign’s central message of giving players time to focus, and giving the fans the opportunity to shine by crafting their own Gulf Oil ads. The ultimate reward up for grabs is being able to see one’s own ad on TV.

The campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms like YouTube, Instagram, and Facebook for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters.

Amit Gheji, head of marketing, Gulf Oil Lubricants India, commented, “We’re excited to have rolled out the ‘Gulf Unstoppable Army’ campaign alongside Dentsu Creative. This isn’t just about ads; it’s about honouring the passion of CSK fans and giving our players the space they need to clinch that 6th title.” 

“By letting the fans take the creative reins, we’re tapping into the raw energy of cricket fandom while showing our players some serious love. It’s a win-win that embodies the heart and soul of Gulf Oil’s partnership with CSK – together being bold, dynamic, and totally unstoppable,” he added.
 
Meanwhile, Ajeet Shukla & Gia Fernandes, creative heads (West) at Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you’ll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.”

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Building on its globally adored brand proposition of ‘You’re Not You When You’re Hungry’, the latest Snickers’ ‘Noobie Mistakes’ perfectly captures the ‘out-of-sorts’ fan moments solidifying its long-standing association with cricket.

The films build on the cricket season fever by featuring excited fans in ‘out-of-sorts moments’ making hilarious blunders. Bringing to life the unique brand proposition, Snickers presents itself as the ultimate solution to avoid such mishaps. As the season will be at its peak, the brand will keep the humor going with the launch of two new 10-second digital films giving consumers more instances of out-of-sort moments with Snickers to the rescue.

Moreover, the campaign moves beyond entertainment and rolls out an online contest through a ‘Noobieverse’ gaming platform on the Snickers India website. The contest engages consumers in a unique game of spotting Noobie Mistakes in situations related to cricketing fan truths daily to win exciting gifts and avail cashback, running for a period of eight weeks.

Varun Kandhari, director of marketing and customer marketing at Mars Wrigley India, said, “The fun brand proposition of SNICKERS®, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy.”

He added, “The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasize our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident Snickers quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”

Meanwhile, Iraj Fraz, creative head at DDB Tribal, commented, “Ever ‘called in sick’ to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a Snickers. After all, you’re not yourself when you’re hungry. So, this cricket World Cup season, Snickers launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”

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While focusing on promoting attractive offers on large-screen TVs through sellers during the ongoing cricket season, the campaign also encourages consumers to upgrade or exchange their old TVs for a better viewing experience. 

With Shikhar Dhawan as the protagonist, the campaign aims to reach out to consumers who are considering upgrading their TV sets, as well as those gearing up to enjoy the cricketing season.

Speaking about the campaign, Jagjeet Harode, vice president of large appliances at Flipkart, expressed his excitement about the new ad campaign, stating that the television segment has rapidly evolved in recent years, and Flipkart is committed to providing access to a wide selection of smart TVs from various brands to meet the changing needs of customers. 

“We are delighted to collaborate with ace cricketer Shikhar Dhawan to bring the best of the cricket season to our customers’ homes. With this association, we expect to bring a fresh wave of engagement with viewers, making it an ideal time to upgrade with Flipkart – adding a new dimension of excitement and entertainment to the lives of our customers,” Harode said.

Meanwhile, Dhawan commented, “Flipkart is providing access to attractive offers and exchange deals on the widest range of TV brands. I am thrilled to be associated with Flipkart’s TV sale campaign. With their wide range of TV brands and attractive offers, cricket fans can now enjoy a truly immersive viewing experience from the comfort of their homes. So, upgrade your existing TV with a new one because it’s time to move on.”

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