Hyundai Motor India and its creative agency Innocean India have unveiled a new campaign celebrating the rise of women's cricket in India, featuring Indian cricketers Smriti Mandhana and Jemimah Rodrigues.
Developed as part of Hyundai's ongoing partnership with the International Cricket Council (ICC), the campaign extends the brand's 'Hyundai, Deewane India Ka Deewana Humsafar' platform into women's cricket. The film challenges the long-held perception of cricket as a "gentleman's game", highlighting the fearless, competitive and unapologetic spirit of today's women cricketers.
Built around the line, 'Kyuki na hum gentle hai, aur na men,' the campaign positions Mandhana and Rodrigues as symbols of the changing landscape of women's cricket while celebrating the sport's growing fan following.
Commenting on the campaign, Santosh P Kumar, COO, Innocean India, said, "Women's cricket today is inspiring a new generation of players and fans, driven by talent, determination, and an unwavering passion for the game. With this campaign, we wanted to move beyond stereotypes and celebrate the fearless spirit that defines modern women's cricket. Through Smriti and Jemimah's journey, the film highlights a game that is played with instinct, grit, and confidence, while reinforcing Hyundai's commitment to supporting the growth of cricket and the communities that rally behind it."
Pulak Bisht, Creative Head at Innocean India, said, "For years, cricket has been seen as a man's game. But over the past few years, Women's Cricket has proved to be just as much of a crowd-puller and every bit as exciting to watch. Most campaigns ask people to support Women's Cricket. From the very beginning, one thing was clear to us; we didn't want to do that. We wanted to acknowledge the truth. Women's Cricket isn't something you watch out of sympathy or obligation. It's something you watch because it's brilliant."
Mr. Virat Khullar, Head – Marketing, Hyundai Motor India Limited, said, “At Hyundai, we take pride in building stories that reflect progress. The rise of women’s cricket in India is a powerful reflection of a transformation - where pure talent and determination always shape sport. Through this campaign, we wanted to spotlight the fearless and unapologetic spirit that defines today’s women cricketers, brought to life by icons like Smriti Mandhana and Jemimah Rodrigues. Our association with the ICC enables us to champion such moments that resonate deeply with fans, and we remain committed to strengthening this connection by celebrating the evolving landscape of cricket and the passion that fuels it.”
The campaign has been rolled out across digital, social and ICC platforms as Hyundai continues to strengthen its engagement with cricket fans in India.
