Star Sports has rolled out a campaign 'It’s time to cheer for #WomenInBlue' for the upcoming ICC Women's World Cup, which commences on 30 September.

The campaign consists of an ad film.

The film follows a husband and wife duo. As the husband gets ready for work, his wife reminds him that they’ll be watching the World Cup match at a friend’s place later. She’s laid out India cricketer Smriti Mandhana’s jersey for him, but he hesitates, dismissing it as “a girl’s jersey.” His wife’s sharp look makes him wear it, though he hides the name under a jacket.

On his way to work, he notices more and more men proudly sporting jerseys of India’s women players from a commuter on the bus to the office liftman. The liftman sums it up: “Virat or Smriti, in the end it’s India’s win.” Realising the collective spirit, the husband sheds his jacket and wears the jersey with pride. The film closes with details of the World Cup telecast on the sports channel and on OTT on JioHotstar.

What we think about it: Smartly challenges the bias around women’s cricket by turning a moment of hesitation into one of pride and solidarity. While the narrative is simple, it lands the message effectively, making the #WomenInBlue feel like a collective movement rather than a niche cause.

The campaign was rolled out across social media platforms on 10 September.