Hyundai Motor India has launched a campaign featuring Indian cricketers Smriti Mandhana and Jemimah Rodrigues ahead of the ICC Women’s T20 World Cup 2026.

Building on its association with the ICC, the brand aims to spotlight the growing fandom and cultural momentum around women’s cricket while strengthening its emotional connection with the sport.

Rooted in a powerful narrative, the campaign challenges the long-held notion of cricket as a ‘gentleman’s game.’ Anchored by the line, 'We took ‘gentle’ out of the game,' the campaign uses striking visuals and an assertive tone to celebrate the grit, passion and competitive spirit of women cricketers by carving out a distinct identity for women’s cricket. 

Featuring brand ambassadors Mandhana and Rodrigues, the film positions the duo not just as star athletes, but as symbols of a broader shift in how the game is perceived and embraced across India. It showcases how their passion is not only transforming the sport but also deepening India’s love for the game. 

The campaign also underscores Hyundai’s role as an ICC Premier Partner and will be supported through digital content and fan engagement initiatives during the tournament, bringing supporters closer to the action while celebrating a new generation of cricketing heroes.

What we think about it: The campaign smartly flips the familiar ‘gentleman’s game’ phrase to make a statement about  women’s cricket without lapsing into preachiness. The cricketers lend authenticity and star power, while the visual treatment gives the film an assertive energy and reflects the growing confidence, and fan following of women’s cricket. 

Virat Khullar, head – marketing, Hyundai Motor India, said, “At Hyundai, we believe sport has the power to unite communities, inspire dreams and create meaningful connections. The overwhelming response to our ‘Deewane India Ka Deewana Humsafar’ campaign reaffirmed the deep emotional bond between cricket and its fans. With the ICC Women’s T20 World Cup, we are proud to celebrate a new chapter of this passion by recognizing the growing influence of women’s cricket and the millions of fans who continue to champion the game. This campaign aims to celebrate that shift and spotlight the incredible journeys of players like Smriti Mandhana and Jemimah Rodrigues, who continue to break stereotypes and inspire millions. As a proud partner of the ICC, Hyundai remains committed to supporting this new era of cricket and standing alongside the champions who embody the true spirit of ‘Deewangi’.”