Crunchyroll Anime India: Rashmika Mandanna Leads New Campaign

Anime is officially graduating from a niche internet hobby to the center stage of India’s pop culture. Crunchyroll, the global powerhouse for anime streaming, today unveiled its latest brand campaign, ‘Ready to Anime?’, featuring a high-profile collaboration between Bollywood star Rashmika Mandanna and cricket sensation Shubman Gill. Debuting amidst the excitement of the ICC Men’s T20 World Cup, the campaign highlights how Crunchyroll anime India is rapidly becoming a daily habit for millions of Indian viewers. The campaign will center on a relatable two-part ad film that illustrates the infectious nature of anime fandom.

The ad film opens on a bustling shoot set where Rashmika, a genuine anime devotee, recommends the hit series Solo Leveling to Shubman. What begins as a casual suggestion turns into a moment of confusion for the crew as Shubman becomes increasingly distracted by his phone. The twist reveals that he isn't scrolling through social media but is deep in a Crunchyroll anime India binge. This narrative highlights how curiosity quickly turns into obsession, reflecting the journey of many fans: once you enter the world of anime, there’s no turning back.

Raúl González Bernal, Vice President of Regional Marketing at Crunchyroll, emphasized in a press release that the cultural shift is driving this campaign. He noted that as anime grows in India, it is evolving into a natural part of everyday entertainment. By bringing together an anime superfan like Rashmika and a newer fan like Shubman, the campaign reflects how anime connects with audiences across different interests and backgrounds. Their participation underscores how anime has become part of broader cultural conversations in India.

Crunchyroll Anime India: A Cultural Shift

The push for mainstream visibility comes at a time when anime consumption in India is skyrocketing. A 2025 study conducted by the National Research Group, commissioned by Crunchyroll found that a staggering 62% of general entertainment consumers in India now say they either "love" or "like" Japanese anime. The enthusiasm is even more pronounced among the younger generation, with 74% of teenagers identifying as fans. 

This data explains why the platform is targeting such a broad audience, using Rashmika’s authentic fandom and Shubman’s fresh perspective to bridge the gap between diehard otaku and newcomers.

To ensure this message reaches every corner of the country, Crunchyroll has planned an extensive rollout. Following the debut during the T20 World Cup, the campaign will feature integrations in Shark Tank India Season 5 on Sony LIV. The second installment of the ad film is scheduled to release during the upcoming months. Conceptualized by Tilt Brand Solutions and produced by StudioQ, both part of Quotient Ventures, the campaign will be visible nationally across television, connected TVs, digital platforms, and social media.

Crunchyroll is backing this marketing push with a massive library update to serve the growing demand. The platform now hosts over 900 anime titles, with more than 160 dubbed in Hindi, Tamil, and Telugu to cater to local language preferences. 

As a joint venture between Sony Pictures Entertainment and Aniplex, the brand is making premium content accessible with subscriptions starting at a pocket-friendly ₹99 per month. With new episodes streaming the same day they air in Japan, Crunchyroll is making it clear that whether on mobile, console, or TV, India is ready for anime.