Mumbai: Crunchyroll, the global destination for anime, has unveiled its latest India brand campaign, ‘Ready to Anime?’, featuring actor Rashmika Mandanna and cricketer Shubman Gill. The two-part ad film highlights anime’s growing cultural impact in India and its emergence as a mainstream entertainment choice across demographics.
The first film will debut during the ICC Men’s T20 World Cup, with additional integrations planned across Shark Tank India Season 5 on Sony LIV. Through these high-visibility platforms, Crunchyroll aims to extend anime’s presence across live sports, streaming, and everyday viewing environments.
The campaign launches at a time when anime consumption in India is accelerating across age groups. According to a 2025 study conducted by the National Research Group and commissioned by Crunchyroll, 62% of general entertainment consumers surveyed in India say they “love” or “like” Japanese anime. Among teens, the number rises to 74%, positioning them as the most engaged audience segment.
The film opens on a shoot set where Rashmika, portrayed as an anime enthusiast, recommends the popular anime series Solo Leveling to Shubman. What begins as a routine interaction quickly turns playful as Shubman appears repeatedly distracted by his phone—confusing those around him and amusing Rashmika. The reveal shows him engrossed in watching anime on Crunchyroll, reinforcing the campaign’s central insight: once viewers enter the world of anime, it’s hard to step away.
Rashmika’s role reflects her identity as a passionate anime fan, while Shubman provides a relatable gateway for newer audiences. Together, the crossover between film and sport mirrors anime’s expanding resonance across diverse interest groups in India.
“As anime continues to grow in India, it’s evolving into a natural part of everyday entertainment,” said Raúl González Bernal, Vice President of Regional Marketing at Crunchyroll. “By bringing together anime superfan Rashmika and a newer fan like Shubman, two influential voices from film and sport, the campaign reflects how anime today connects with audiences across interests and backgrounds. Their participation underscores how anime has become part of broader cultural conversations in India.”
Conceptualized by Tilt Brand Solutions and produced by StudioQ (both part of Quotient Ventures Pvt Ltd), the campaign will roll out nationally across television, connected TV (CTV), digital, and social media platforms. A second film is scheduled to release during the upcoming IPL season, further amplifying visibility during a key sporting window.
Crunchyroll continues to deepen its presence in India with a library of over 900 anime titles, including more than 160 dubbed in Hindi, Tamil, and Telugu. The platform also offers simulcast streaming, enabling fans to watch new episodes on the same day they air in Japan. Subscriptions start at ₹99 per month.
