Mumbai: JioStar, the official broadcast and digital partner of the ICC Women’s T20 World Cup 2026, has joined hands with the International Cricket Council (ICC) to unveil an integrated marketing campaign aimed at galvanising nationwide support for India’s women’s cricket team and deepening mainstream fandom for the sport.
The campaign is built on the insight that despite the growing success of women’s cricket, a perception gap continues to exist when compared to the men’s game. Through a multi-platform approach, JioStar and ICC seek to shift the narrative from admiration to emotional fandom, positioning the ICC Women’s T20 World Cup 2026 as a defining cultural moment for Indian sports fans.
At the heart of the campaign is a master film conceptualised by JioStar that challenges unconscious biases surrounding women’s cricket fandom. Set aboard an aircraft awaiting the arrival of “World Champions,” passengers initially assume the incoming team is the men’s side. The narrative takes a turn when India’s women’s cricket team boards the flight, highlighting the contrast between a young fan’s excitement and the muted reactions of others. The film subtly underscores a generational shift in attitudes towards women’s cricket while celebrating the team’s achievements.
The campaign follows the success of the ICC Women’s Cricket World Cup 2025, which emerged as one of the most-watched women’s sporting events in India, setting new records for viewership, engagement and stadium attendance. JioStar and ICC now aim to build on that momentum and further accelerate the mainstreaming of women’s cricket fandom.
Speaking about the campaign, Siddharth Sharma, Head of Content, Sports, JioStar, said, “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. India’s women’s cricket team are world champions, and it’s time they are cheered on with the same fervour and belief reserved for any Team India side.”
Extending beyond the flagship film, the campaign includes a broad communication ecosystem spanning television, digital platforms and creator-led initiatives. Bollywood actors Alia Bhatt and Sharvari Wagh headline a special promotional film that reinforces the campaign’s central message that the women’s team represents India with the same pride and passion as the men’s team.
JioStar has also launched the #T20CreatorClub, bringing together creators and influencers to celebrate the stories and journeys of India’s women cricketers. The initiative features collaborations including young cricket prodigy Shreya Singh meeting her sporting idols, RJ Praveen’s tribute to captain Harmanpreet Kaur, and creator BihariLadka’s celebration of Jemimah Rodrigues, among other creator-first storytelling formats.
To sustain excitement ahead of the tournament, JioStar will roll out an extensive slate of original programming across JioHotstar and the Star Sports Network. The content lineup includes Hum Hogaye Kamyab, chronicling India’s triumph at the ICC Women’s Cricket World Cup 2025; Jasba Jeet Ka, showcasing the team’s preparations for the upcoming tournament; India’s X-Factor, profiling key squad members; and Expert’s View, featuring analysis and insights from leading voices in cricket.
The ICC Women’s T20 World Cup 2026, scheduled to be held in England and Wales from June 12 to July 5, will be the largest edition in the tournament’s history, featuring 12 competing teams.
Led by ICC Women’s Cricket World Cup-winning captain Harmanpreet Kaur, India will begin its campaign against Pakistan on June 14, followed by matches against the Netherlands on June 17, South Africa on June 21, Bangladesh on June 25, and six-time champions Australia on June 28. All of India’s group-stage fixtures are scheduled to begin at 7:30 PM IST.
Fans will be able to watch the ICC Women’s T20 World Cup 2026 live from June 12 to July 5 exclusively on JioHotstar and the Star Sports Network.
