As India celebrates its historic victory at the ICC Men’s T20 World Cup, brands across categories have quickly joined the national celebration, rolling out creative campaigns, social media posts and marketing tributes to capture the mood of the moment. From newspaper front-page takeovers to digital-first activations and outdoor campaigns, companies are tapping into cricket’s emotional connect with Indian audiences.
Kurkure marks the moment with a front-page tribute
Snack brand Kurkure commemorated India’s win with a striking front-page advertisement in a leading English daily. The creative carried the headline, “This Ad Was Made A Year Ago,” blending humour, anticipation and national pride.
The copy playfully suggested that the brand had already envisioned the victory long before the final result, drawing a parallel between the Indian team’s journey and Kurkure’s own long-standing presence in Indian households.
The creative also highlighted Kurkure Jowar Puffs, a baked snack made with jowar (sorghum) launched to mark Kurkure’s 25th anniversary. The blue and orange packaging subtly echoed the colours associated with India’s cricket team, reinforcing the celebratory sentiment.
Commenting on the campaign, Ankit Agarwal, Marketing Director – Kurkure and Doritos at PepsiCo India, said that for more than two decades the brand has been closely woven into India’s cultural fabric and wanted to celebrate the moment alongside the nation.
Sting Energy amplifies cricket passion on social media
Energy drink brand Sting Energy joined the celebrations with a high-voltage Instagram post celebrating India’s six World Cup triumphs, including the landmark victory by the women’s team.
The visual salutes both men’s and women’s cricket achievements, combining iconic six-hitting moments with the brand’s signature “STIIIIIINNNGGG” sonic identity. The creative aligns with Sting Energy’s campaign featuring former Indian cricketer Yuvraj Singh and renowned commentator Ravi Shastri, built around the idea that the longer the six, the louder the Sting roar.
By highlighting India’s World Cup milestones—from the iconic 1983 triumph to the recent victories—the campaign celebrates cricket’s legacy while positioning the brand alongside moments of sporting glory.
Link to post:
https://www.instagram.com//DVouHpfk_bb/?hl=en
Nike’s ‘Born to Beat the Odds’ campaign inspires the next generation
Sportswear giant Nike has also leveraged the tournament with its latest campaign, “Born to Beat the Odds,” designed to inspire young Indian athletes to believe in themselves despite the pressures of competition.
The campaign features giant out-of-home installations across Mumbai, portraying Indian cricketers as towering figures in the cityscape. Among the athletes highlighted are Jemimah Rodrigues, Shubman Gill, Shreyas Iyer, Tilak Varma and Shafali Verma.
Beyond elite athletes, the campaign also features young academy players including Zaina Ahmed Baig, Ishan Deshpande, Debark Maity and Ramra Chaudhary, spotlighting emerging talent and reinforcing the idea that greatness begins with belief.
The initiative kicked off with a teaser film and a nearly 40-foot installation of three-year-old cricket prodigy Debark Maity, whose batting videos have gone viral online. The campaign’s films are narrated by well-known cricket commentator Harsha Bhogle, adding a familiar voice to the storytelling.
adidas India celebrates Team India’s historic triumph
Sportswear giant adidas also joined the nationwide celebrations, congratulating India men’s national cricket team on what it described as a defining moment in Indian cricket history.
India defeated New Zealand national cricket team by 96 runs on March 8, 2026 to lift their third title at the ICC Men’s T20 World Cup, registering the highest total ever scored in a World Cup final while also becoming the first team to successfully defend the title and the first to win it on home soil.
As a long-standing partner of Indian cricket, adidas said the victory reflects the team’s relentless passion, resilience and belief—values closely aligned with the brand’s global ethos, “You Got This.”
Celebrating the milestone, adidas noted that the iconic three stripes have been present across several historic moments in Indian cricket and reaffirmed its commitment to supporting the team and its passionate fan base in the years ahead.
Link to post:
https://www.instagram.com/p/DVokw5ojDxo/?igsh=a2Z6aGQwbm5hanhz
Schbang showcases real-time moment marketing for multiple brands
While several brands posted celebratory creatives, marketing agency Schbang demonstrated the speed and craft of moment marketing by releasing a series of real-time posts for multiple brands within hours of India’s victory.
The agency’s moment marketing team rolled out tailored creatives for brands across sectors, each built around its own product narrative and brand voice.
Among the highlights:
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Flair Pens celebrated the win with the line “That’s India signing another win,” cleverly tying cricket victory to the act of signing.
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Credit information company CRIF turned the match scoreboard into a credit score visual with the line “When the score is this good, it deserves full credit.”
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Britannia brands including Britannia Come Alive, Treat Croissant and Cakes used playful cricket metaphors to join the celebration.
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Max Protein tapped into desi banter with a Hinglish creative celebrating the victory.
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Consumer electronics major Philips opted for a more understated message highlighting the role of stadium floodlights in cricket’s biggest moments.
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Brands like Voltas, Visa, McCain, Fevicol and Kotak811 also joined the celebratory wave with category-linked wordplay and visuals.
The roundup highlighted how brands across banking, FMCG, healthcare and consumer goods used the victory to connect with audiences in real time, demonstrating how preparation and brand clarity can turn cultural moments into marketing opportunities.
On the night India secured their historic win, dozens of brands were ready with creative responses—each attempting to capture the mood of a nation celebrating one of its biggest cricketing milestones.
Brands join the celebration across social platforms
Beyond large-scale campaigns, several brands have also tapped into the celebratory wave through creative social media posts. Companies including Delhivery, LG Electronics India, Popeyes India, Great Learning, Technosport, Miniklub and sports community platform Six Fields shared congratulatory creatives celebrating Team India’s triumph.
These digital posts range from witty brand-led messaging to cricket-themed visuals that reflect the shared national pride surrounding the win.
Link to posts:
Peter England taps Dinesh Karthik’s pre-final ironing ritual in a light-hearted campaign ahead of the T20 World Cup final
In the run-up to the final of the ICC Men’s T20 World Cup, apparel brand Peter England had also joined the cricketing buzz with a light-hearted campaign featuring former India wicketkeeper-batter Dinesh Karthik.
The campaign tapped into Karthik’s now widely recognised pre-final ritual of ironing a shirt before major matches — a superstition that fans have begun associating with good fortune after several teams he backed went on to win titles.
Created around this quirky routine, the content film featured Karthik ironing a crisp white shirt from Peter England’s Gentlemen’s League collection ahead of the T20 World Cup final, turning the simple act into a relatable moment for cricket fans. The short-form video, shared on Karthik’s Instagram, quickly gained traction online as excitement around the final peaked.
By weaving the brand naturally into a ritual already familiar to cricket audiences, Peter England managed to create a timely and culturally relevant association during one of the sport’s biggest global events.
Link to the campaign:
https://www.instagram.com/reels/DVnBTGJEwHd/
Lotte India
Among many, Lotte India shared special social media posts capturing the excitement and pride surrounding the victory. As a leading brand in India’s confectionery segment, known for popular products such as Choco Pie, Coffy Bite, and Pepero, these posts reflect the celebratory mood across the country and show how iconic confectionery brands often become part of these shared moments of joy for consumers.
https://www.instagram.com/p/DVoagdZD7Lj/?igsh=MXF4czJrZnZrZ2hiMg==
Cricket continues to unite brands and audiences
India’s victory has once again demonstrated cricket’s unmatched cultural influence in the country. For brands, such milestone sporting moments offer an opportunity to connect emotionally with audiences, celebrate national pride and reinforce their presence in everyday conversations.
As celebrations continue across the country, marketers are expected to further capitalise on the momentum, turning one of India’s biggest sporting achievements into a moment of collective brand storytelling.
