JioStar has announced an integrated marketing campaign along with International Cricket Council (ICC) for the upcoming ICC Women's T20 World Cup 2026 to build India's women's cricket fandom in the mainstream and promote the event across the country.
JioStar, the official broadcast and digital partner for the tournament, is building the campaign on the key takeaway that women's cricket in India still has a perception gap with regards to fan engagement and emotional connect despite its success on the field.
The centerpiece of the campaign is a flagship film conceptualized by JioStar which is an attempt to change the mindset of people regarding the women's fandom of cricket. The film portrays passengers on a plane waiting for the “World Champions” to arrive, assuming that India's team is on the plane.
There is a change in the narrative when the women's cricket team from India boards the flight, with a young fan's excitement juxtaposed with the quiet response of the other passengers, reflecting what the company calls a "generational shift in attitudes towards women's cricket.
The campaign builds on the success of the ICC Women's Cricket World Cup 2025, which was one of the most-watched women's sporting events in India, with high number of views, digital engagement and stadium attendance.
“After a historic ODI World Cup triumph, Team India have proved they are one of the world’s strongest teams. Our campaign is about addressing a subtle truth about fandom in India, contrasting old proclivities for traditional hero veneration with that of the unconditioned pride of a younger generation,” said Siddharth Sharma, Head of Content, Sports, JioStar.
“India’s women’s cricket team are world champions, and it’s time they are cheered on with the same fervor and belief reserved for any Team India side,” he added.
The campaign is not limited to the master film and will be continued through a multi-platform engagement strategy that will be played out across the television, digital and creator ecosystem during the tournament, JioStar said.
Key Highlights:
- JioStar and ICC launch a campaign to grow women’s cricket fandom ahead of the Women’s T20 World Cup 2026
- A flagship film challenges perceptions and promotes stronger support for India’s women cricketers
- The campaign spans TV, digital, creators, and exclusive content to boost fan engagement nationwide
In the campaign, celebrities Alia Bhatt and Sharvari Wagh appear in a separate film focusing on the concept that women in India are playing like men. The movie is presented in a podcast style, which shows that young audiences are now more accepting of women cricketers as sporting icons.
The company has also introduced an initiative to highlight players and their journeys through a creator-led campaign with a hashtag of #T20CreatorClub, where the creators and influencers are drawn into the campaign. The campaign is a joint effort with some of the star children's presenters such as young cricket enthusiast Shreya Singh, radio jockey RJ Praveen and RJ BihariLadka.
To keep the momentum going before the tournament, JioStar will launch a series of programs on JioHotstar and the Star Sports Network which will feature documentary-style content that chronicles India's World Cup-winning journey, behind the scenes preparations, player profiles and expert analysis.
The ICC Women's T20 World Cup 2026 will take place in England and Wales from June 12 to July 5, and will include 12 teams, the largest number ever to appear in a T20 World Cup. India, captained by Harmanpreet Kaur, will start their campaign against Pakistan on June 14 with matches against the Netherlands, South Africa, Bangladesh and Australia.
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