Sony Sports Network has put India Women’s Cricket Team Captain Harmanpreet Kaur at the centre of its marketing push for the Women’s T20 Asia Cup 2026, launching a campaign that draws on the national team’s success and competitive approach ahead of the continental tournament.
The broadcaster’s “Not a Gentleman’s Game” film forms part of its build-up to the competition, which runs in the UAE from August 28 to September 13. The campaign will appear across Sony Sports Network’s television channels and SonyLIV before and during the event.
India’s success shapes Sony’s campaign
India enters the tournament as world champions, giving Sony a major sporting storyline around which to position its coverage. The campaign presents the work behind that success through scenes spanning individual training, physical preparation and on-field performances, before moving towards packed venues and World Cup triumph.
The film also challenges one of cricket’s longest-standing descriptions. Amitabh Bachchan introduces the familiar idea that cricket is a “gentleman’s game,” with Kaur then rejecting that framing as the campaign develops its message around achievement rather than gender. The Hindi line “Na hum gentle hain, aur na hi humara game” reinforces the creative theme.
Sony Pictures Networks India Chief Revenue Officer and Business Head, Sports and International Rajesh Kaul said in an official statement: “The Indian women’s team has transformed both how cricket is played and how it is followed in this country. They are world champions, they play an aggressive and fearless brand of cricket, and they enter every contest expecting to win. ‘Not a Gentleman’s Game’ captures that confidence through Harmanpreet Kaur and celebrates a team that has made the nation believe. The Women’s T20 Asia Cup promises high-intensity cricket, and we are delighted to bring every moment of it to audiences on Sony Sports Network and SonyLIV.”
Kaur becomes the face of tournament build-up
Kaur’s role connects Sony’s promotional strategy directly with the team that will carry India’s World Cup-winning form into the UAE. The India Captain features prominently throughout the film as the creative moves between the demands of preparation and the performances that have accompanied the team’s rise.
India Women’s Cricket Team Captain Harmanpreet Kaur said in an official statement: “There is nothing gentle about the way we prepare or the way we play. This film captures the intensity, confidence and ambition of our team. We know what it takes to win on the world stage, and we are now focused on carrying that momentum into the Women’s T20 Asia Cup and bringing the title home.”
Attention will shift from the campaign to the tournament when the Women’s T20 Asia Cup gets underway on August 28. Among the fixtures forming part of Sony’s coverage is the India-Pakistan clash on September 5, before the competition concludes on September 13.
