From cover drive to crunch time as Gill swings into anime

MUMBAI: When bat meets brushstroke, pop culture gets a new crossover. Crunchyroll has teamed up with Indian cricketer Shubman Gill, signalling just how far anime has travelled from niche fandom to everyday conversation in India.

The association lands at a moment when anime is no longer confined to late-night streams or hardcore fan circles. Among Gen Z and millennials, it is steadily becoming part of the mainstream mix, fuelled by theatrical releases, gaming tie-ins and music that extend far beyond the small screen. Crunchyroll’s latest move reflects that shift, drawing a line between two passion-led worlds that thrive on loyalty, analysis and high-stakes moments.

Gill’s entry into the anime universe brings together one of India’s most recognisable young sporting figures with a platform intent on widening anime’s cultural footprint. The idea is simple: use a familiar face from cricket to open the door for audiences who may never have queued up for an anime series before.

Crunchyroll vice president of GTM & partnerships marketing APAC & MENA Akshat Sahu said the partnership mirrors the shared values at the heart of both worlds, from perseverance to the thrill of decisive moments. Gill echoed the sentiment, noting that while he is new to anime, the emotional investment and discipline that define it feel strikingly similar to life on the pitch.

The collaboration will roll out across fan-focused initiatives and cultural moments, leaning into the growing overlap between sports fandom and anime culture rather than traditional celebrity endorsement playbooks. For Crunchyroll, it is another step in localising anime’s appeal by tapping into interests that already command mass attention.

Crunchyroll currently offers over 850 anime titles globally, including more than 130 dubbed in Hindi, Tamil and Telugu, with subscription plans in India starting at Rs 79 per month. As anime continues its steady climb into the mainstream, this bat-and-anime crossover suggests the next big audience may already be watching whether from the stands or the sofa.