New Delhi: Six Fields has launched its Summer 2026 campaign, #CheersForMore, featuring internationally recognised cricket umpire Anil Chaudhary. Timed around the ongoing cricket season, the campaign aims to encourage fans to celebrate every moment of a live match rather than limiting excitement to major turning points such as sixes, wickets or final victories.
At the centre of the campaign is a digital film that reimagines the role of cricket umpire signals within fan culture. Instead of focusing solely on star players or match-winning moments, the campaign highlights the smaller moments that shape the emotional rhythm of a game — wides, appeals, dot balls, boundaries, near misses and momentum swings.
Built on the insight that cricket fans remain emotionally invested throughout an entire match, the campaign seeks to transform passive viewing into more active participation. Using the authority and familiarity of umpire gestures as a creative device, Six Fields turns official cricket signals into recognisable cheering reactions for audiences watching together.
In the digital video campaign, Anil Chaudhary draws parallels between how every on-field moment carries importance through structured umpire signals, while audiences often remain passive between high-intensity moments. Through this approach, the campaign attempts to create a more participative viewing culture designed for audiences increasingly consuming cricket socially and digitally.
Speaking on the campaign, Prem Dewan, Chairman and Managing Director of DeVANS Modern Breweries Ltd. said, “Cricket is one of India’s biggest entertainment experience and our campaign #CheersForMore celebrates the energy that exists in every moment of the game. The campaign reflects this energy and encourages fans to engage more actively throughout the game”
Industry observers view the choice of Anil Chaudhary as a strategic move, considering most cricket campaigns typically rely on players or former cricketers. Chaudhary, who retired from IPL umpiring last year and remains the most experienced umpire in IPL history, brings familiarity and authenticity to the campaign’s central idea.
The campaign also reflects evolving patterns in cricket consumption, particularly among younger urban audiences who increasingly engage with matches through memes, reels, fantasy leagues, watch parties, WhatsApp conversations and second-screen social interactions. In this environment, brands are competing not only for visibility but also for cultural relevance and participation.
Six Fields plans to roll out the campaign aggressively across digital and social media platforms throughout the cricket season. The strategy includes real-time match conversations, creator-led content, fan participation formats and influencer amplification aimed at encouraging repeatable cheering behaviour online.
The campaign is also expected to strengthen the brand’s visibility across retail and HoReCa channels during the cricket season, particularly in bars, restaurants, lounges and large-format screening venues where group match viewing has become a key social occasion.
Speaking about the campaign, Anil Chaudhary said, “Every signal on the field exists because every moment matters in cricket. Through #CheersForMore with Six Fields, we wanted to bring that same spirit to fans and encourage them to stay engaged with the game beyond just the major moments.”
With #CheersForMore, Six Fields is looking to position itself at the intersection of cricket, celebration culture and social participation — an increasingly competitive space for beverage and lifestyle brands during India’s peak sporting season.
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