From gullies to glory Tata Capital bats for women’s cricket dreams

MUMBAI: If cricket has always found its roots in the gullies, the spotlight is finally widening. Tata Capital has rolled out its latest campaign, #Championskigulliyonmein, celebrating how India’s women cricketers are opening doors for the next generation. Conceptualised by Schbang, the campaign taps into a quiet but powerful shift on Indian streets, where girls are increasingly stepping into spaces once dominated by boys, bat in hand and ambition firmly intact.

The narrative draws from the familiar rhythm of Indian cricket culture. For decades, narrow lanes and neighbourhood streets have doubled up as practice grounds, producing raw talent long before stadium lights take over. The campaign reframes this setting through a new lens, showing young girls playing under the same unforgiving sun and tight spaces, building skills, confidence and belief with every improvised match.

At its heart, Champions Ki Gulliyon Mein underlines a simple truth, champions are not created overnight or inside floodlit arenas. They are shaped early, in bylanes where passion outweighs facilities and every run feels hard-earned. By linking today’s women cricketers with the streets where their journeys began, the film positions cricketing success as a continuum, not a moment.

The creative team at Schbang describes the campaign as a tribute to girls who dare to dream beyond boundaries, both literal and social. The visuals trace a full circle, from young players learning the game in crowded gullies to established champions returning to those same spaces, reinforcing the idea that belief often starts small before it fills a stadium.

Through the campaign, Tata Capital places itself as a supporter of long-term ambition rather than instant glory, aligning with the growth of women’s cricket in India and the grassroots stories that fuel it. As more girls claim space on the streets, the message is clear, the future of Indian cricket is already being played out, one gully at a time.