Highlights
- Crunchyroll partners with Shubman Gill to bridge cricket and anime, targeting India's mainstream Gen Z audience.
- The alliance leverages Gill's influence to promote regional dubs and affordable plans to 118 million fans.
- Gill and Crunchyroll will co-create digital content and on-ground events, highlighting the shared values of discipline and passion.
Two of India’s most intense obsessions, cricket and anime, just shook hands. In a move poised to reshape the country's pop culture landscape, global streaming giant Crunchyroll partnered with Shubman Gill, officially announcing the Indian cricketing sensation as its Brand Ambassador. This strategic partnership isn't just about putting a face to a brand; it signals a massive shift to take Japanese animation from a cool subculture to a dominant force in India's mainstream entertainment sector. The collaboration is designed to tap directly into the pulse of India’s Gen Z and millennial audiences.
By roping in a mainstream icon like Gill, Crunchyroll aims to introduce the medium to a wider demographic that might not yet know their Naruto from their One Piece. According to the announcement, this campaign will go far beyond standard advertising. Gill and Crunchyroll are set to collaborate on fan-centric initiatives that span digital content, gaming, music, and on-ground activations for theatrical releases. The goal is to highlight the emotional and analytical parallels between the high-stakes pressure of international cricket and the dramatic storytelling found in anime.
Shubman Gill, known for his disciplined technique and calm demeanor, admitted he is relatively new to the genre but felt an instant connection to its core themes. In his statement, Gill noted that he could relate to the worlds of anime and sport converging on passion and discipline, as reported by animenewsnetwork.
He remarked that anime fans and cricket fans are similarly emotionally invested and analytical about victories. He drew a fascinating parallel, stating that just like on the cricket field, instinct and conviction take the lead in anime narratives. For Gill, this association is the start of new possibilities to engage with fans and explore storytelling in a fun way.
118 Million Fans and Counting
The decision to partner with a cricket star is backed by some serious numbers that depict a market exploding in real time. As IMARC report from 2024, stated that the Indian anime market was valued at $1,098 Million USD. That figure is projected to skyrocket to nearly $2,930 Million USD by 2033.
This financial confidence is fueled by a massive, engaged audience, with India now home to over 118 million anime fans, a number that spiked significantly following the pandemic. To cater to this deep engagement, Crunchyroll has aggressively expanded its local footprint, lowering the barrier to entry for new viewers.
The platform now offers a massive library of over 850 titles, with more than 130 titles dubbed in regional languages like Hindi, Tamil, and Telugu. With subscription prices starting as low as ₹79 per month, the brand is making it easier than ever for the average Indian entertainment seeker to access the world’s largest dedicated anime library.Your ultimate destination for anime.
Sony
Akshat Sahu, Vice President of GTM & Partnerships Marketing (APAC & MENA) at Crunchyroll, highlighted that this partnership is about shared values. He noted that whether it is on the field or on screen, both cricket and anime celebrate dedication and perseverance. Sahu emphasized that partnering with Gill provides a unique opportunity to connect with a growing fanbase eager to explore new forms of entertainment.
Anime in India has evolved from a simple children's television slot into a full-blown "lifestyle" category that influences fashion, music, and merchandising. The commercial success of recent theatrical releases, like Demon Slayer and Suzume in Indian cinemas proves that the appetite for high-quality animation has matured.
By aligning with a cricket star, Crunchyroll is signaling a long-term commitment to treating India as a priority market, promising fans more localized events and a deeper integration of anime into their daily digital lives.
