Brands
Six Fields taps umpire Anil Chaudhary to turn every cricket moment into a cheer
Cheers For More campaign shifts spotlight from match winners to the emotion of every ball
NEW DELHI: Six Fields has rolled out its Summer 2026 campaign, Cheers For More, featuring veteran cricket umpire Anil Chaudhary in a bid to transform how fans experience live cricket during India’s biggest sporting season.
Timed around the ongoing cricket calendar, the campaign moves away from the usual focus on match-winning sixes and wickets, instead encouraging fans to celebrate every moment of the game, from dot balls and wides to appeals, momentum swings and near misses.
At the centre of the campaign is a digital film where Chaudhary uses familiar umpire signals to demonstrate how every on-field moment already carries significance in cricket, even if fans often reserve their loudest reactions for only the biggest turning points.
By converting official umpire gestures into playful fan reactions, Six Fields is attempting to create a more participative and socially driven viewing culture around cricket.
The campaign leans into a growing behavioural trend among younger audiences who increasingly consume cricket through memes, reels, watch parties, fantasy leagues and second-screen conversations alongside the live broadcast itself.
Prem Dewan, chairman and managing director, DeVANS Modern Breweries Ltd., said cricket remains one of India’s biggest entertainment experiences and the Cheers For More campaign aims to celebrate the energy that exists in every moment of the game.
Industry observers view the selection of Anil Chaudhary as a smart departure from the typical athlete-led sports campaign formula. Rather than relying on active players or retired stars, Six Fields has chosen a figure synonymous with the structure and rhythm of cricket itself.
Chaudhary, who retired from IPL umpiring last year, remains one of the league’s most recognisable officials and brings instant credibility to the campaign’s core message around celebrating the finer details of the sport.
The brand plans to amplify the campaign aggressively across digital and social media platforms through influencer collaborations, creator-led content and real-time fan engagement during live matches.
The initiative also aligns with the increasingly competitive cricket-season marketing battlefield, where beverage brands are racing to own social viewing occasions across bars, lounges, restaurants and watch-party culture.
Anil Chaudhary said every signal on the field exists because every moment matters in cricket, adding that the campaign aims to encourage fans to stay emotionally invested beyond just the headline moments.
With Cheers For More, Six Fields is betting that in modern cricket culture, the loudest celebrations may no longer belong only to the final over, but to everything in between too.
