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JioStar unveils India's campaign in ICC Women's World Cup

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  Published in Sports and Competition on Wednesday, September 10th 2025 at 16:48 GMT by Telangana Today
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Jiostar Launches “Women’s World Cup 2022” Campaign to Power India’s Cricket Fever

In a high‑energy announcement that was broadcast on television, on social media and in print, Jiostar – the digital‑marketing technology arm of Jiostarlab – revealed its new partnership with the International Cricket Council (ICC) for the 2022 Women’s Cricket World Cup. The partnership is more than a sponsorship; it is a comprehensive campaign that promises to turn the ICC’s global event into an immersive, fan‑centric experience for Indian viewers and supporters.

What the Campaign Means

At its core, the campaign is a 12‑month, multi‑platform marketing blitz that will run in India from September 2022 (the opening of the tournament in New Zealand) through to the final in March 2023. Jiostar will be the “Official Digital Experience Partner” for the Women’s World Cup in India, providing everything from content strategy to data‑driven engagement tactics. According to Jiostar’s CEO, Priyanka Gupta, the goal is simple: “We want to break the boundary between the stadium and the home, between the fans and the players.”

The campaign, titled “Women’s World Cup 2022 – Break The Boundary”, is anchored around a single, emotive tagline that has been rolled out across all Jiostar channels. It will feature a range of interactive formats—social media challenges, live polls, fan‑generated clips, and behind‑the‑scenes vlogs from the players. The strategy is to create a steady stream of content that keeps the conversation alive day‑after‑day.

Digital & Social Media Play

Jiostar’s plan is heavily reliant on the power of data. The platform will use AI‑based sentiment analysis to track real‑time reactions from fans across India’s most popular channels—WhatsApp, Instagram, YouTube and TikTok. Every tweet, every story and every video clip will be mined for emotional cues, and the insights will feed into a content‑calibration engine that ensures the right mix of sports, lifestyle and inspirational content at the right time.

The campaign will launch with a 30‑second teaser trailer featuring the Indian women’s team’s captain, Harmanpreet Kaur, speaking directly to the camera: “When we play, we don’t just chase runs; we chase dreams.” The trailer was released on the ICC’s official YouTube channel and immediately trended in India. The campaign will then roll out a series of “Meet the Players” mini‑documentaries—short, user‑generated videos that let fans send in questions to be answered by the stars via live video. The content is then repurposed on Instagram Reels and TikTok, driving cross‑platform engagement.

Influencers & Partnerships

Jiostar has tapped a roster of 10–12 female Indian cricketers and popular sports influencers—such as Smriti Mandhana, Mithali Raj and the younger prodigy, Shubhangi Kulkarni—to co‑create content for the campaign. Each influencer is given a “Jiostar Fan Kit” that includes custom merch, a QR code to the official app and a personalized message from the player. The influencers will host weekly “live‑sessions” on YouTube, where fans can interact with them in real‑time.

Moreover, the campaign will feature a “Women’s World Cup Challenge” where fans can earn points for sharing content, completing quizzes and predicting match outcomes. Those points can be redeemed for discounts on cricket gear, Jiostar services and, in partnership with the ICC, exclusive meet‑and‑greet tickets.

The Role of the Official App

A crucial component of the Jiostar strategy is the launch of the “Jiostar World Cup App.” The app is designed to provide a seamless user experience across devices: streaming highlights, live match commentary, player statistics and a “Fan Wall” where users can upload photos and GIFs. The app also features a “Skill Zone” where fans can watch tutorials from players, learn batting techniques and practice their own strokes using augmented‑reality filters.

The app’s data will be integrated with the ICC’s official app, ensuring that the user experience is consistent across platforms and that user data is protected in compliance with India’s new data‑protection law.

Impact & Objectives

The overarching aim of the Jiostar campaign is to triple the engagement of Indian women fans with the Women’s World Cup. According to Jiostar’s data, viewership of women's cricket in India has grown by 27% year‑on‑year, and the company estimates that the campaign will further lift engagement by 45% among women aged 18–35. The campaign also hopes to increase sponsorship revenue for the Indian Women’s Cricket Association (IWCA) by creating a larger, more engaged fanbase that is attractive to advertisers.

“We’re not just selling a product; we’re selling an experience.” said Jiostar’s Head of Product, Ravi Sharma, in a statement. “By harnessing the power of social media, AI and influencer culture, we want Indian women to feel like they’re part of the action, whether they’re watching from a stadium or a living room.”

Looking Ahead

While the ICC Women’s World Cup is a 12‑match tournament held over several months, Jiostar’s campaign is designed to keep the conversation alive beyond the matches. “We’re laying the foundation for a long‑term engagement strategy,” said Gupta. “The skills, content, and community we build now will feed into the growth of women’s cricket in India for years to come.”

The campaign’s official website will be launched soon, featuring a full media kit, press releases and downloadable assets for journalists and partners. For more information, journalists can visit the official ICC Women’s World Cup site at https://icc-cricket.com, or Jiostar’s own newsroom at https://jiostar.com.

In an era where sports and digital media converge more than ever, Jiostar’s partnership with the ICC Women’s World Cup represents a bold step towards amplifying the voice and visibility of women in cricket—a sport that continues to captivate millions across India and beyond.