Mumbai, June 2, 2026: JioStar, the official broadcast and digital partner of the ICC Women’s T20 World Cup 2026, and the International Cricket Council (ICC), unveiled an integrated marketing campaign to galvanise nationwide support for the Women in Blue. Built on the insight that women’s cricket continues to face a gap in perception despite the team’s growing success, the campaign seeks to shift the cultural conversation around women’s cricket from admiration to mainstream emotional fandom.
Leading the campaign is a master film conceptualised by JioStar that challenges the unconscious bias surrounding women’s cricket fandom. Set aboard an aircraft awaiting the arrival of the “World Champions,” passengers instinctively assume it is the men’s team arriving. However, as India’s women’s cricket team boards the flight, a young fan’s excitement at seeing the reigning ICC Women’s Cricket World Cup champions contrasts sharply with the subdued reactions around him — subtly spotlighting the generational shift in how women’s cricket is perceived today. Driven by an emotional narrative and a stirring soundtrack, the film positions the ICC Women’s T20 World Cup 2026 not just as a sporting event but as a cultural moment for the nation to unite behind Team India.
The campaign builds on the momentum generated by the ICC Women’s Cricket World Cup 2025, which became one of the most-watched women’s sporting events in India and set new benchmarks for viewership, engagement, and fan attendance across stadiums. With the ICC Women’s T20 World Cup 2026, JioStar and ICC aim to take that momentum a step further by accelerating the mainstreaming of women’s cricket fandom, especially for the Women in Blue.
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 the campaign beyond a single film, JioStar has built a multi-platform communication ecosystem designed to sustain fan engagement throughout the tournament across television, digital, and creators. As part of this effort, actors Alia Bhatt and Sharvari Wagh feature in a special promotional film that reinforces the campaign’s core thought — that the women’s team represents India just as much as the men’s team. Set within a podcast conversation, the promo captures the normalisation of women cricketers as household sporting icons among a new generation of fans.
JioStar has also activated a creator-led amplification strategy through the #T20CreatorClub, bringing together diverse voices to celebrate the players and their journeys. The initiative includes collaborations such as three-year-old cricket prodigy Shreya Singh meeting her idols, RJ Praveen’s tribute to Harmanpreet Kaur, and creator BihariLadka’s celebration of Jemimah Rodrigues, alongside several creator-first storytelling formats that will roll out across social platforms in the lead-up to the tournament.
To further deepen fan immersion and sustain excitement leading into the opening game, JioStar will roll out a comprehensive slate of surround programming across JioHotstar and Star Sports Network. The content offerings includes “Hum Hogaye Kamyab,” chronicling India’s journey to winning the ICC Women’s Cricket World Cup 2025, “Jasba Jeet Ka,” which captures the team’s preparations for the ICC Women’s T20 World Cup 2026, “India’s X-Factor,” profiling key members of India’s squad, and “Expert’s View,” featuring leading voices from the cricketing world discussing the tournament and India’s prospects.
The ICC Women’s T20 World Cup 2026, scheduled to take place in England and Wales from June 12 to July 5, will feature the largest edition in the tournament’s history with 12 teams competing for the title. Led by ICC Women’s Cricket World Cup-winning captain Harmanpreet Kaur, India kicks off their historic title chase against rivals Pakistan on June 14. They will then face the Netherlands on June 17, the 2024 edition’s runners-up, South Africa, on June 21, Asian rivals Bangladesh on June 25, and six-time ICC Women’s T20 World Champions, Australia, on June 28, with all of India’s group-stage fixtures scheduled for 7:30 PM IST.
Viewers can catch all the action from the ICC Women’s T20 World Cup 2026 from June 12 to July 5 exclusively on JioHotstar and Star Sports Network
About JioStar
Perched firmly at the nucleus of spellbinding content and innovative technology, JioStar is a leading global media & entertainment company that is reimagining the way audiences consume entertainment and sports. Its television network and streaming service together reach more than 750 million viewers every week, igniting the dreams and aspirations of hundreds of million people across geographies.
