Mumbai, June 10, 2026: Vritti iMedia, a leading player in rural marketing, transit media and audio-led OOH solutions, has partnered with Northern Challengers in the ongoing Big Cricket League (BCL) as OOH Media Partner.
As brands increasingly seek high-engagement platforms to connect with consumers across Bharat, emerging sporting properties are becoming powerful avenues for audience engagement and brand visibility.
The Big Cricket League, being played in Noida from June 3 to June 13, is the world’s first Pro-Am cricket league, bringing together aspiring cricketers from diverse professions with former international stars and cricketing legends. The tournament features renowned names including Chris Gayle, Shikhar Dhawan, Harbhajan Singh, Suresh Raina, Martin Guptill, Irfan Pathan, Upul Tharanga, Ross Taylor, Tillakaratne Dilshan, Dwayne Smith, Imran Tahir, S. Sreesanth and Angelo Perera.
Led by Chris Gayle, Northern Challengers has emerged as one of the league’s marquee teams, attracting strong fan interest both on-ground and through live broadcasts on Eurosport and FanCode.
For marketers, leagues such as the Big Cricket League represent a growing opportunity to engage audiences through passion-led environments that combine sport, entertainment and aspiration. Unlike traditional sponsorship models, emerging sports properties offer brands a more immersive and contextual platform to connect with consumers.
Commenting on the association, Rajesh Radhakrishnan, Co-Founder & CMO, Vritti iMedia, said:
“India’s sports ecosystem is evolving rapidly, with newer formats creating exciting opportunities for both fans and brands. What makes the Big Cricket League particularly unique is its ability to combine aspiration with accessibility, giving everyday individuals the opportunity to share the field with cricketing legends. Such platforms resonate strongly with audiences across Bharat and create meaningful engagement opportunities for brands.”
He added, “As marketers look for more authentic ways to connect with consumers, emerging sports properties are becoming an important part of the media and activation mix. We believe these platforms offer tremendous potential for brands seeking deeper audience engagement.”
Through its presence across multiple branding touchpoints during the tournament, Vritti iMedia is leveraging sports-led engagement opportunities to connect with audiences in meaningful and memorable ways.
The association aligns with Vritti iMedia’s broader focus on helping brands build meaningful connections across urban, semi-urban and rural India through innovative media, transit and on-ground engagement platforms.
About Vritti iMedia
Vritti iMedia is a leading rural marketing, transit media and audio-led OOH company with a strong footprint across Bharat. Its flagship platform, Audiowala Bus Stand, operates across more than 630 bus stations in eight states and reaches over one crore commuters daily. The company offers innovative media solutions that help brands engage consumers across rural and semi-urban India through contextual, scalable and high-impact communication platforms.
