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Sachin Is Reddit’s First Brand Ambassador, Here’s Why That’s Dividing the Internet

In conversation with IMPACT, Durgesh Kaushik, VP - International Growth, Reddit, unpacks why Sachin is the face of its India strategy, and what’s in it for the users and advertisers

BY Yash Bhatia
25th July 2025
Sachin Is Reddit’s First Brand Ambassador, Here’s Why That’s Dividing the Internet

Reddit announced Sachin Tendulkar as its first-ever global brand ambassador, and the internet had questions. Why Sachin? For a platform known for edgy memes, niche communities, and Gen Z humour, appointing a 51-year-old cricket legend felt like an unexpected play. Some users wondered if Reddit was playing it too safe, while others questioned how well Tendulkar's clean, classic image aligns with Reddit’s more chaotic and freewheeling culture.

To understand what Tendulkar’s appointment means for Reddit’s India strategy, how the platform plans to grow its footprint in India, and what brands can get particularly from this platform, we spoke with Durgesh Kaushik, Vice President of International Growth, Reddit. Here's what he has to say.

Edited Excerpts: 

Q: What led to the decision to appoint Sachin Tendulkar as Reddit’s brand ambassador at this point, and how do you plan to integrate him into your broader marketing strategy?
Over the last three years, we’ve focused heavily on growing Reddit in India, and cricket has become one of our strongest categories. Today, we have over 50 active cricket communities with high engagement. Appointing Sachin Tendulkar felt like a logical next step; he’s respected across generations and deeply connected to the sport.
This is a long-term partnership aimed at growing Reddit’s cricket communities, not just a one-off campaign. Sachin has already started posting his views during matches, and the response has been great. He’ll also participate in AMAs(ask me anything) and help create content that adds value to our communities. Additionally, his social media presence is helping bring visibility to these communities.
With Sachin, the idea is to draw people in through cricket, something they already care and once they’re on Reddit, they can explore everything else the platform offers. Cricket is just the starting point; the goal is for users to discover a whole ecosystem beyond it.

Q: Will the marketing strategy around this partnership be purely digital, or are you exploring traditional channels like OOH as well?
We're starting with a digital-first approach because that's where our core audience is most active. But it's a 360-degree strategy, we’re open to using OOH and traditional media based on what delivers the best ROI. Since this is a long-term partnership, not a one-time campaign, we have the flexibility to test, learn, and evolve the mix to build sustained engagement.
In terms of marketing, we’ve worked with several personalities globally through AMAs, people like Ricky Ponting, Viswanathan Anand, Manoj Bajpayee, and even Shark Tank founders. In just the last six months, we’ve hosted over 100 AMAs across various categories.
But cricket has become a major vertical for us with over 3.7 billion screen views on our cricket communities.

Q: As Reddit grows in India, how do you see it evolving as an advertising platform? What kind of sectors or brands can benefit most, and how is it different from traditional social media?
Reddit is a community platform, not just another social media site. It’s built around interest-based communities where people come to engage in real conversations on topics like education, tech, entertainment, or even memes.
People on Reddit don’t just list their interests; they actively discuss them. So when someone is in a subreddit like Cars India or Gadgets India, they’re often looking for genuine advice, reviews, or opinions before making a decision. This makes Reddit a space for active intent, not passive scrolling.
That’s what sets Reddit apart for both users and brands. Advertisers can connect with people when they’re already thinking about a product, making the interaction more relevant and less disruptive. Our targeting is based on interests, not just demographics, which makes it easier for brands to join the conversation instead of just placing ads.

Q: Since Reddit is primarily a platform for user conversations, how do ads appear? Are they placed as sponsored posts?
Yes, ads on Reddit appear as sponsored posts. They’re targeted based on user interests and the communities they engage with like cars, tech, fitness, or finance so they show up in relevant contexts.
This makes the ads more useful and less disruptive. The model is already well-established and brings in strong revenue globally. It allows brands to reach people when they’re actively discussing topics related to their products or services.
Hyperlocal and regional brands can also benefit from Reddit just as much as national ones. We have strong location-based communities, especially in metro cities. For example, the Mumbai subreddit has nearly a million members, along with focused sub-communities like Mumbai Food and Mumbai Meetups.
Reddit also has active communities in tier-2 cities like Lucknow, Indore, and Jaipur, and even hyperlocal ones like Dwarka and Rohini. These spaces see real engagement around local topics, giving brands a chance to connect with users in a targeted, regional way.

Q: From a competitive standpoint, do you see Reddit having direct competitors, whether globally or in India? 
Reddit offers a different experience from most platforms. While others focus on broadcasting content, Reddit is built around interest-based communities and user-led conversations. That makes it distinct, and we don’t see a direct competitor offering this model at scale.
It’s not just about time spent, it’s about value. People come to Reddit for specific topics, advice, or to engage in meaningful discussions. In a world of passive scrolling, Reddit is about active participation.
From a creator’s standpoint, Reddit isn’t like typical social platforms where creators push content for reach or followers. It’s community-first. To succeed here, creators need to contribute meaningfully, not promote themselves.
Start by understanding how Reddit works. Find subreddits that match your niche: fashion, education, finance, etc, and participate as a genuine member. For example, a fashion creator can give style advice on r/IndianFashionAdvice. An educator can share tips in r/JEENEETards or r/UPSC.

Q: How does Reddit ensure brand safety, especially with the presence of NSFW (Not Safe For Work) content and community-run moderation?
Reddit has two layers of safety controls:

  1. Platform-wide rules enforced by Reddit that cover hate speech, harassment, spam, and explicit content. Violations can lead to bans.
  2. Community-level rules are managed by moderators, allowing unique but safe spaces within platform guidelines.

NSFW content is opt-in and marked; users won’t see it unless they choose to. For advertisers, we offer interest-based targeting and allow brands to appear only in vetted, brand-safe communities. So while Reddit is diverse, we’ve built strong safeguards to keep it secure for users and brands alike.

Q: Have you observed any trends that are uniquely Indian compared to global markets? Beyond cricket, are there differences in user behavior or popular topics?
Yes, India stands out for the sheer depth of passion and diversity among its users, especially younger audiences. Reddit in India has become a go-to space for people who are not just browsing, but actively engaging with the things they care about.

Here are a few clear trends:

  • Career-focused communities like r/developersIndia, r/IndianStartups, and r/IndianWorkplace are very active, with users constantly discussing job searches, startup ideas, and workplace challenges.
  • Personal finance is another big theme. Young users are financially aware, and communities like r/IndiaInvestments and r/FIREIndia are full of conversations around saving, investing, and long-term planning.
  • Outside of work and finance, there’s a strong interest in AI, art, history, design, and mythology. Communities like r/IndianHistory and r/Mahabharata have thoughtful, in-depth discussions that show how broad Reddit India's appeal really is.
  • TAGS :
  • Sachin Tendulkar
  • Reddit
  • Durgesh Kaushik
  • Reddit India

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