Six Fields has launched its Summer 2026 campaign, ‘#CheersForMore’, featuring international cricket umpire Anil Chaudhary. Timed around the ongoing cricket season, the campaign aims to encourage fans to celebrate every moment of a live match rather than limiting reactions to wickets, sixes or final victories.
At the centre of the campaign is a digital film that places Chaudhary in an unconventional role within cricket advertising. Moving away from the standard use of current or former players in sports campaigns, Six Fields uses the recognisable authority of an umpire to highlight the smaller moments that shape the viewing experience, including wides, dot balls, appeals, boundaries, near misses and momentum shifts.
The campaign is built on the insight that while cricket audiences remain emotionally engaged throughout an entire match, active celebrations are typically reserved for major turning points. Through ‘#CheersForMore’, Six Fields attempts to shift this behaviour by encouraging audiences to participate more consistently during live games.
The creative concept transforms official umpire signals into fan-led cheering gestures that can be replicated socially while watching matches. In the digital film, Chaudhary draws a comparison between the structured significance given to every on-field moment through umpire signals and the comparatively passive role often played by viewers between major match events.
By adapting these gestures into social reactions, the campaign positions itself as a participative viewing culture initiative aimed at audiences consuming cricket across digital platforms, watch parties and social conversations in real time.
Prem Dewan, chairman and managing director of DeVANS Modern Breweries Ltd., said, “Cricket is one of India’s biggest entertainment experience and our campaign #CheersForMore celebrates the energy that exists in every moment of the game. The campaign reflects this energy and encourages fans to engage more actively throughout the game.”
Industry observers view the use of Anil Chaudhary as a strategic departure from traditional cricket advertising formats. Chaudhary, who retired from IPL umpiring last year, remains the most experienced umpire in IPL history. His visibility across international cricket and the IPL gives the campaign familiarity and authenticity while supporting the behavioural messaging at the core of the communication.
The campaign also reflects changing patterns in cricket consumption, particularly among younger urban audiences who increasingly engage with matches through memes, reels, fantasy leagues, watch parties, WhatsApp groups and second-screen interactions across social platforms. In this environment, brands are focusing not only on visibility but also on becoming part of audience participation and live cultural moments.
Six Fields plans to roll out the campaign across digital and social media channels throughout the cricket season. The activation strategy includes real-time match conversations, creator-led content, influencer amplification and fan participation formats designed to encourage repeatable cheering behaviour online.
The campaign also aligns with the growing competition among beverage brands during India’s cricket season, particularly across bars, lounges, restaurants and large-format public screening venues. Through ‘#CheersForMore’, Six Fields aims to strengthen its association with group viewing occasions and social celebrations within urban markets where cricket watch parties have become an established part of consumer culture.
The brand is expected to drive visibility across retail and HoReCa channels during the season, positioning itself around the social energy connected to live cricket experiences.
Speaking about the campaign, Anil Chaudhary said, “Every signal on the field exists because every moment matters in cricket. Through #CheersForMore with Six Fields, we wanted to bring that same spirit to fans and encourage them to stay engaged with the game beyond just the major moments.”
With ‘#CheersForMore’, Six Fields is positioning itself at the intersection of cricket culture, live social engagement and celebration-driven marketing during one of India’s most competitive seasonal advertising periods.
