Snitch has rolled out a campaign featuring Mohammed Siraj to spotlight its new streetwear collection Seven:Three.

The campaign consists of an ad film.

The film opens with Siraj sitting alone as background voices question whether he could ever make it to the Indian cricket team, while highlighting how only 0.00000073% people make it to professional cricket, instantly setting the tone for a story rooted in doubt, perseverance, and resilience.It traces his journey from a modest upbringing to taking bowling seriously at 16 despite scepticism around starting 'too late' without formal coaching. A visual transition from a tennis ball to a leather cricket ball symbolises his rise from street cricket to professional sport. Through emotional moments, including memories of his father encouraging him to make India proud and visuals from his India debut, the film reinforces its message that success comes through persistence and hard work. Anchored around the thought, “You don’t get what you wish for, you get what you work for,” the campaign positions ‘Seven’ as a reflection of a generation that values hustle, resilience, and consistency.

What we think about it: The film works because it keeps Mohammed Siraj’s journey raw and relatable, using simple yet effective visuals like the tennis ball-to-leather ball transition to underline the grit behind his rise. While the storytelling leans on a familiar underdog narrative, the emotional honesty and strong alignment between Siraj’s personality and Snitch’s hustle-driven positioning make the campaign feel authentic rather than overly manufactured.

The campaign was released on Instagram and YouTube on 15 May.