ECB: India Hype Moment - Gurinder Chada

The Brief

Build awareness for the England Women vs India Women series while signalling a new era for the team under Charlotte Edwards. The campaign needed to hero England Women's players, celebrate the iconic rivalry between England and India and connect with audiences beyond traditional cricket fans.

Campaign Execution

We partnered with acclaimed British-Indian director Gurinder Chadha, the filmmaker behind Bend It Like Beckham, to create a blockbuster-style trailer promoting the upcoming contest between England and India. The campaign tapped into shared sporting passion, cultural heritage and one of cricket’s biggest rivalries, positioning the series as a must-watch summer entertainment event.

The film showcased the drama of the rivalry while celebrating the personalities and star power of England Women’s players. Alongside the hero trailer, the campaign included social content, behind-the-scenes photography and a series of media interviews with Gurinder Chadha across national, broadcast and lifestyle media.

A key part of the campaign’s success was its ability to borrow cultural equity from Bend It Like Beckham, creating a story that resonated far beyond cricket media and opened doors to lifestyle, entertainment and culture-focused outlets that do not typically cover the sport.

Results 

We secured 82 pieces of media coverage, including 33 tier-one placements, and achieved a total media reach of more than 450 million.

Coverage appeared across major titles including Sky Sports, ITV News, BBC Radio 4, The Athletic, Hypebae and Service95, demonstrating the campaign’s ability to bridge sport, culture and entertainment media.

The campaign trailer and supporting content generated more than 2.2 million views across England Cricket channels.