Brief –

Captivating a men’s cricket-crazy nation with India’s first-ever women's

Twenty20 cricket franchise league, the Women’s Premier League 2023

(WPL).

Hence, to successfully launch the first season of WPL, a new format for

women's cricket, on JioCinema and Sports18.

Objective –

1. Drive Awareness around Women’s Premier League and Build affinity and

conversations.

2. Launch Women's Premier League as the platform that showcases female cricketing at its finest to give India its new cricketing idols.

Situation –

1. Women’s Cricket has been around for many years. while it has seen growth in recent years, it has never been given the opportunity and platform like the Men’s Cricket in India.

2. WPL is a historic moment for Women's Cricket in India as one of the biggest cricketing boards announced a Women's league.

The arrival of the Women’s Premier League on the Indian cricket scene

would change the game forever and level the playing field.

It also meant the ad campaign had to do justice to this historic event and

celebrate it.

The campaign brought to life the beginning of this new era - a world

captivated by her game, her skill, and its intensity, oblivious of her gender.

A world where our gullies (lanes), parks, and maidans (grounds) were

owned as much by our girls as our boys. Where the older generation

cheered on the younger generation of uninhibited female players. A world

where the gentleman’s game was finally gender-neutral.

The campaign celebrated the spirit of the game, rather than an appeal for

change. Because the change is already here.

Upbeat modern trap music coupled with powerful and memorable lyrics

came together to conjure the explosive game our girls were bringing.