BCCI & Mastercard Launch Campaign to Promote Women's Cricket in India

The #HalkeMeinMattLo campaign was launched ahead of the home series against Australia.

The Indian women's cricket team players pose for photographs after winning silver in the final of  the 2022 Commonwealth Games 2022. 

(Photo: PTI)

The Board of Control for Cricket in India (BCCI) and Mastercard, the current title sponsor of all international and domestic men's and women's matches in India, on Friday announced that they have jointly launched the #HalkeMeinMattLo (don't take it casually) campaign as part of their ongoing endeavour to support gender equality on and off the field.

The films developed under the campaign depict the journey of top Indian women cricketers -- opener Shafali Verma, all-rounder Harleen Kaur Deol and fast-bowler Renuka Singh Thakur -- highlighting their struggle, hard work and determination to excel for India.

"India and Australia are among the top teams in world cricket and the contests between these teams have been quite thrilling. Each of their last few games has gone down to the wire and I am sure we will get to witness some top-quality cricketing action in Mumbai as the two teams meet again."

"We are happy to partner with Mastercard for the campaign, which will bring out the stories of hard work, sacrifices and dedication. We want to encourage young girls to pursue cricket as a passion and a career option," said Jay Shah, Honorary Secretary, BCCI, in an official statement.

The campaign will run during the India-Australia Women's five-match T20I series to be played in Mumbai from December 9-20, 2022. The first two matches will be played in DY Patil Stadium, while next three matches would take place in Brabourne Stadium.

"Collaborating with the BCCI to promote women's cricket is an extension of Mastercard's larger commitment to address gender biases and encourage women's participation in sports," said Julie Nestor, Senior Vice President and Head of Marketing & Communications, Asia Pacific, Mastercard.

India women's team, led by Harmanpreet Kaur, will be playing in a home series after almost 21 months, with their last series at home coming against South Africa in March 2021.

They face a formidable challenge in the Alyssa Healy-led Australia side, who are current holders of T20 and ODI World Cups as well as gold medallists in 2022 Birmingham Commonwealth Games.