Tata Capital Limited, the flagship financial services company of the Tata Group and premier partner of the Tata Women’s Premier League (WPL), has launched its latest campaign titled ‘Champions Ki Galliyon Mein’ (In the alleys of champions) ahead of the league's fourth season. The initiative marks Tata Capital’s fourth consecutive year of association with the tournament and continues its focus on supporting the growth of women’s cricket in India.
Women’s cricket in India has seen sustained momentum in recent years, attracting wider audiences and stronger participation at grassroots and professional levels. This growth has been further amplified following the Indian women’s team’s landmark victory at the Women’s World Cup, which has brought renewed attention to the sport and its athletes.
Against this backdrop, Tata Capital’s latest campaign aims to highlight the pathways through which talent emerges and develops, often beginning in local neighbourhoods. It centres on a film set in a residential gully, depicting young girls playing cricket on a makeshift pitch. Their informal game reflects the early experiences shared by many professional players.
As the match unfolds, established Tata WPL players Harmanpreet Kaur, Smriti Mandhana, Renuka Singh, Deepti Sharma and Jemimah Rodrigues join the game, engaging with the players and reinforcing the connection between grassroots participation and elite competition. The narrative draws attention to the shared origins of professional athletes and aspiring players, positioning local spaces as foundational to sporting ambition.
By featuring leading figures from Indian women’s cricket, the film aligns the league’s professional stature with its community roots. The presence of current national and league players is intended to underline continuity between early participation and long-term achievement, while keeping the focus on access, opportunity and encouragement at a local level.
Commenting on the campaign, Abonty Banerjee, COO – digital, technology and marketing, Tata Capital, said, “Women’s cricket has reached a defining moment, and we are proud to have supported this journey from its early days. Our continued association with the Tata WPL reflects our strong belief in the league’s growing influence and its power to inspire across generations. 'Champions Ki Galliyon Mein' is a tribute to the courage and consistent support that transform raw talent into world-class champions and a reflection of our brand promise to always Count on Us, whether it’s nurturing ambition on the field or supporting aspirations beyond it.”
The campaign will be activated across multiple channels, including television, digital platforms, social media and on-ground integrations, to ensure sustained visibility throughout the tournament period. This multi-platform rollout is designed to reach audiences across urban and regional markets, aligning with the league’s expanding national footprint. The Tata WPL Season 4 is scheduled to begin on January 9, with matches hosted in Navi Mumbai and Vadodara.
