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.

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.

In cricket-crazy India, men's cricket reigns supreme, while women's cricket is yet to gather as much steam.

Many admitted to not being inclined towards women’s cricket due to their

perceived lack of power and punch.

While recent international victories had created some interest in women's

cricket, it was nearly not enough to excite and engage Indians through a

commercial league tournament like the Women's Premier League, the first of its kind in India.

Also, when it comes to becoming a professional cricketer, young boys and

girls only have Men cricketing idols.

Women’s Premier League will bring in its wake new heroes - the Women

Cricketers. When Women Heroes will come to play, the next generation of not just girls, but even boys will also idolize them.

After all, nothing of this scale had been attempted for any women’s sport in

India before. JioCinema and Sports18, hence, faced the formidable challenge of:

(i) Stumping the stereotype about women cricketers’ talent and game.

(ii) Instigating enough interest in women’s cricket to bring in substantial

reach, audience, sponsors, and advertisers for the FIRST-EVER

Women’s Premier League in India.

(iii) Establishing a solid foundation for a long-lasting sporting event that

serves as the stepping-stone for women cricketers, akin to the IPL.

(iv) The tight two-month schedule, from the announcement of the

broadcast mandate to the commencement of the tournament, allowed

little time for planning, execution, and media operations, thereby

intensifying the challenge.