In the 2026 WPL season, beauty, personal care and consumer tech brands are no longer treating the league as a media property meant merely for logo visibility. Instead, they are approaching it as a cultural platform where values can be credibly embedded. The campaigns seem to be working as they are moving beyond product features to tap into emotional territories that mirror the lived realities of women, confidence, comfort, discipline, sisterhood and ambition.
Whether it is Whisper normalising conversations around menstrual hygiene and performance through Jemimah Rodrigues, Joy Personal Care reframing team spirit with its culturally rooted Behenhood narrative, or Everyuth linking skincare to everyday self-belief, brands are aligning functional benefits with powerful social cues.
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Even non-beauty players like Zomato and bigbasket are borrowing from the discipline, consistency and pace of women’s cricket to reframe their propositions. Dell even made Jemimah, the CFO (Chief Fun Officer) of the team.
The sharp rise in WPL spends reflects advertiser confidence in this model: athlete-led storytelling, digital-first execution and purpose-driven narratives that feel authentic rather than transactional.
The players most spotlighted on social media for WPL campaigns this season include Jemimah Rodrigues, Shefali Shah, Harmanpreet Kaur and Smriti Mandhana. Spending on WPL 2026 is expected to touch Rs. 130 crore, more than tripling from around Rs. 40 crore in 2023. This sharp rise highlights the league’s growing commercial appeal and advertiser confidence, with sponsorship investments across the league, teams and media partners surging steadily over the past three years.
Whisper opens up performance-led conversations
Whisper, the sanitary napkin brand from Procter & Gamble (P&G), tapped Jemimah Rodrigues in its latest campaign and has been visibly active around women’s cricket conversations. The brand aligns menstrual hygiene with performance, comfort and the everyday realities faced by women athletes. Whisper’s presence signals how WPL is becoming a platform where functional products can spark mainstream conversations without taboo. In the last 11 hours from the time of publishing the video has 11.7k likes.
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The caption read: This is my official goodbye to pads. Because I need to focus on the game, even on my period. So, I’m choosing Whisper Period Panty! Kyunki ab mudna nahi, udna hai!
Lakmé steps into team partnerships
Hindustan Unilever Limited (HUL) has also made its collaboration visible in women’s cricket. The Women’s Premier League team Delhi Capitals (DC) announced a new partnership with Lakmé Sun Expert, with the brand coming on board as the team’s principal sponsor. As part of the arrangement, Lakmé Sun Expert’s logo will be prominently displayed on the back of the Delhi Capitals’ playing jerseys for the WPL 2026 season.
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Joy strikes a cultural chord
Joy Personal Care’s ongoing association with UP Warriorz comes alive through Behenhood, a digital-first campaign that reframes team spirit in women’s cricket through a culturally resonant lens. Rather than borrowing from the familiar language of “brotherhood” in men’s sport, Joy leans into a long-lived but rarely spotlighted truth—women uplifting women.
The campaign unfolds through a series of films featuring UP Warriorz players Deepti Sharma, Harleen Deol and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The storytelling captures humour, rituals, vulnerability and emotional support, positioning Joy as an ally to ambition rather than a surface-level sponsor.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global) has said, “We are proud to continue our association with the UP Warriorz for a new season. Empowering women has always been central to our purpose, and Behenhood campaign is our way of celebrating the strength that comes from women supporting one another. We’re proud to back athletes who embody resilience, ambition, and collective growth, and to stand alongside the UP Warriorz as they continue to inspire both on and off the field.”
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Everyuth ‘Logo placement’
Everyuth Naturals’ partnership with Adani Sportsline-owned Gujarat Giants has placed the company logo on the lead arm of the playing jersey. The brand is anchoring itself in moments of action while reinforcing its long-standing philosophy of holistic wellbeing. For Everyuth, the association is less about glamour and more about comfort, authenticity and self-belief, values increasingly resonant with younger women watching the league.
Tarun Arora, CEO, Zydus Wellness, shared while releasing the campaign, “Women’s cricket in India has evolved into a powerful cultural platform, inspiring confidence, ambition and new possibilities for women across the country. Everyuth’s partnership with Gujarat Giants reflects this shared belief. Rooted in the idea that confidence begins with feeling comfortable in your own skin, this association enables us to connect with a new generation of women who are fearless and self-assured. As the league continues to redefine women’s sport, we are proud to align with a franchise that embodies ambition and authenticity.”
Sanjay Adesara, Chief Business Officer, Adani Sportsline, has said, “We are delighted to welcome Everyuth our Skincare Partner for the upcoming season. The league is a powerful platform that goes beyond sport, and Everyuth’s long-standing connection with women makes this partnership extremely meaningful. Together, we look forward to creating impactful narratives that celebrate confidence, individuality and the many facets of women, both on and off the field.”
Zomato’s Smriti Mandhana shot
Zomato’s WPL-linked campaign featuring Smriti Mandhana flipped the conversation around healthy eating by aligning it with discipline and ambition rather than restriction. Drawing parallels between elite athletic performance and everyday food choices, the brand positions its Healthy Mode feature as an enabler of consistency.
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Sahibjeet Singh Sawhney, Marketing Head, Zomato says, "Smriti's journey reminds us that excellence isn't built on easy choices; it's built on the hard ones, made consistently. This campaign isn't about guilt or New Year resolutions that fade by February. It's about reframing healthy eating as an act of strength and ambition. With Healthy Mode, we're giving customers the tools to make those hard choices easier, so that discipline becomes habit, and habit becomes transformation."
bigbasket aligns speed with consistency
bigbasket’s continued association with RCB Women reflects a shared belief in high performance and reliability. As Official Quick Commerce Partner, the brand is using the league’s momentum to spotlight women’s cricket as a platform of ambition and aspiration, aligning on-field pace with its off-field delivery promise.
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Hari Menon, Co-founder & CEO, bigbasket, said, “Our partnership with RCB has grown meaningfully over the last two years, and extending this journey with a strong focus on the RCB women’s team is something we are particularly proud of… More importantly, this association reflects our commitment to supporting women’s sport and being part of platforms that are shaping the future of Indian athletics.”
Bisleri hydrates a fast-growing league
As Official Beverage Partner of the Tata WPL for the next two seasons, Bisleri is reinforcing its association with high-performance sport at a time when the league’s commercial value is accelerating. The partnership aligns with WPL’s positioning as a premium, world-class sporting property with growing fan engagement.
Jayanti Khan Chauhan, Vice-Chairperson, Bisleri International, said, “We at Bisleri are proud to partner with the TATA Women's Premier League as Official Beverage Partners for the next two years. Excited to witness this exceptional generation of women cricketers from across the world championing an indomitable spirit for sporting excellence.”
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Devajit Saikia, Secretary, BCCI, added, “Tata WPL is built on a vision of excellence, opportunity, and world-class sports entertainment. Bisleri, our new partner, brings exceptional value and diverse strengths to this ecosystem. This partnership will play a critical role in shaping the fan experience and supporting the growth of women’s cricket.”
Kingfisher brings back iconic ‘O la la la leo’ jingle
Kingfisher Premium Packaged Drinking Water has tapped into nostalgia and pop culture by reimagining its iconic ‘O la la la leo’ jingle for the WPL season. The campaign, conceptualised by Ogilvy, blends music, fandom and high-energy visuals to reflect the evolving narrative of women’s cricket.
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “The Women’s Premier League represents a defining moment for sport and culture in India. With this campaign, we wanted to celebrate the energy and momentum of TATA WPL in a way that feels instantly recognisable and uniquely Kingfisher. The refreshed sonic identity mirrors the vibrancy and growing fandom of women’s cricket, while reinforcing our role as a brand that brings people together around moments of joy and celebration.”
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Beyond the film, the brand is investing heavily in on-ground activations, stadium experiences and fan engagement, setting a new benchmark for live sports marketing within the women’s league.
Tata Capital takes the story back to the gullies
As associate partner for the 2026 season, Tata Capital’s #ChampionsKiGulliyonMein campaign shifts focus from stadiums to streets, capturing the cultural roots of women’s cricket. Created by Schbang, the film highlights how young girls are reclaiming spaces historically dominated by boys.
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The narrative reinforces Tata Capital’s positioning as an enabler of ambition, aligning financial empowerment with sporting dreams.
Dipshika Ravi, National Creative Director, and Rohan Hukeri, Executive Vice President at Schbang, added, “Every dream begins in the gullies. And every gully echoes with passion and belief. ‘The Champions ki Gulliyon Mein’ campaign speaks to millions of girls who learn to dream on the streets. Some of those dreams grow louder until one day, an entire stadium chants their name. With this film, we show that passion doesn’t watch the clock - from girls playing under the harsh 12-noon sun to champions returning to the gullies, it’s for every champion who owns the gullies."
Jewellery brands in the WPL spotlight
As Official Style Partner of RCB Women, Kalyan Jewellers is aligning jewellery with performance, self-belief and contemporary Indian identity. The association unfolds through a digital-first campaign featuring Smriti Mandhana, Shreyanka Patil and Lauren Bell, positioning jewellery as an extension of confidence rather than ornamentation alone. Beyond visibility, the partnership focuses on fan engagement through meet-and-greets, match access and on-ground experiences.
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Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said, “The RCB Women’s team embodies resilience, ambition, and self-belief - values that resonate strongly with Kalyan Jewellers. As the Official Style Partner of RCB Women, we are proud to celebrate athletes who exemplify confidence and purpose, while also reflecting the growing influence of women’s sport in India. We are delighted to be associated with a team that continues to inspire both on and off the field.”
Solitario Diamonds partnered with Gujarat Giants, rooted in Gujarat’s legacy as India’s diamond capital. The partnership celebrates women’s resilience across professions. Beyond symbolism, Solitario is backing the association with a high-impact marketing push spanning OOH, bus branding, stadium integrations and digital platforms. The brand will also host WPL teams in Bengaluru, gifting players tennis bracelets as a tribute to strength and elegance.
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Ricky Vasandani, CEO & Co-Founder of Solitario Diamonds, said, “We are incredibly proud to be associated with the Women’s Premier League, a tournament that is not just revolutionizing women’s cricket but also inspiring millions across the country. As a brand dedicated to brilliance and resilience, we see this partnership as a tribute to women who shine in every field. Just like our diamonds, these athletes embody strength, perseverance, and excellence.”
OpenAI enters WPL grounds with ChatGPT
OpenAI’s ChatGPT has rolled out a campaign featuring cricketers Smriti Mandhana and Harmanpreet Kaur to showcase its features. This marks the second mainstream campaign for OpenAI’s ChatGPT in India since its 2022 launch.
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The AI company recently became a sponsor for the Women’s Premier League (WPL) 2026. The campaign consists of two ad films. One film showcases Mandhana and Kaur in a light, candid moment over breakfast. Mandhana pretends she wants to photograph the meal for social media, but is actually uploading the image to ChatGPT to check its protein content. Through easy banter and leg-pulling, with minimal dialogue and just a few sharp frames, the film lands a clear point: a fresh, everyday use case for the AI chatbot.
Taken together, WPL 2026 underlines a clear marketing truth: storytelling travels farther than signage. While logo placements continue to offer scale and recall, it is reels, films and culturally grounded narratives that are driving deeper engagement and brand affinity. Short-form videos, athlete-led moments and digital-first campaigns are allowing brands to enter everyday conversations organically, meeting audiences where attention already lives, on social feeds.
As advertiser spends surge, the league is setting a new benchmark for how women’s sport can unlock long-term brand building, by moving beyond visibility to meaning, and from passive logo exposure to narratives that resonate, circulate and stick.