Six Fields has launched its Summer 2026 campaign, ‘#CheersForMore’, featuring internationally recognised cricket umpire Anil Chaudhary. Timed around the ongoing cricket season, the campaign aims to encourage fans to celebrate every moment of a match, and not just wickets, sixes or final victories.
At the centre of the campaign is a digital film featuring Chaudhary in a role rarely explored in cricket brand campaigns. Instead of focusing solely on star players or match-winning moments, the film highlights the smaller moments like including wides, dot balls, appeals, boundaries and near misses.
The campaign is based on the insight that while cricket fans remain emotionally invested throughout a match, active celebrations are often limited to key moments. Through ‘#CheersForMore’, Six Fields attempts to make the entire viewing experience more participative and socially engaging.
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Using umpire signals as a creative device, the campaign transforms official on-field gestures into recognisable cheering reactions for fans watching matches together. The film draws a parallel between how every moment in cricket carries significance on the field through umpire signalling, while audiences off the field often remain passive between major moments.
Commenting on the campaign, Prem Dewan, Chairman and Managing Director, DeVANS Modern Breweries said, “Cricket is one of India’s biggest entertainment experience and our campaign #CheersForMore celebrates the energy that exists in every moment of the game. The campaign reflects this energy and encourages fans to engage more actively throughout the game”
The campaign also marks a strategic shift from conventional cricket advertising by featuring an umpire instead of current or former cricketers. Chaudhary, who retired from IPL umpiring last year, remains one of the most recognisable faces in the sport and the most experienced umpire in IPL history.
The initiative also reflects changing patterns in cricket consumption, particularly among younger audiences who increasingly engage with matches through reels, memes, fantasy gaming, watch parties and real-time social media conversations. Through the campaign, Six Fields is looking to strengthen its association with social viewing occasions and shared celebrations around live cricket.
Speaking about the campaign, Anil Chaudhary, Commentator and Former Cricket Umpire said, “Every signal on the field exists because every moment matters in cricket. Through #CheersForMore with Six Fields, we wanted to bring that same spirit to fans and encourage them to stay engaged with the game beyond just the major moments.”
The campaign will roll out across digital and social media platforms through the cricket season, supported by creator-led content, influencer collaborations and real-time fan engagement initiatives.
