Sony Sports Network has launched a new campaign ‘Not a Gentleman’s Game’ ahead of the Women’s T20 Asia Cup 2026, highlighting the intensity, determination and competitive spirit of the Indian women’s cricket team.
Fronted by Indian captain Harmanpreet Kaur, the campaign challenges the long standing description of cricket as a gentleman’s game. The film opens with Amitabh Bachchan repeating the familiar phrase before Harmanpreet responds with the line, Na hum gentle hain, aur na hi humara game.
The campaign showcases the team’s journey through intense training sessions, physical preparation and high pressure performances. It also highlights India’s recent success on the global stage, including its World Cup triumph, while positioning the team as a side determined to continue its winning run.
The film centres on the idea that cricket is defined by skill, determination and the will to win rather than gender. It uses the colour blue as a common identity for India’s cricket teams and presents the women’s side as a force that is challenging traditional perceptions of the sport.
India enters the Women’s T20 Asia Cup 2026 as world champions and will look to build on that momentum in the UAE. One of the key fixtures of the tournament will be the India Pakistan clash scheduled for September 5.
The campaign will run across Sony Sports Network’s television channels and Sony LIV during the build up to and throughout the tournament. The Women’s T20 Asia Cup 2026 is scheduled to take place in the UAE from August 28 to September 13.
Watch the campaign
Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India, said, “The Indian women’s team has transformed both how cricket is played and how it is followed in this country. They are world champions, they play an aggressive and fearless brand of cricket, and they enter every contest expecting to win.”
He further added, “‘Not a Gentleman’s Game’ captures that confidence through Harmanpreet Kaur and celebrates a team that has made the nation believe. The Women’s T20 Asia Cup promises high-intensity cricket, and we are delighted to bring every moment of it to audiences on Sony Sports Network and Sony LIV.”
Harmanpreet Kaur, India women’s cricket team captain, said, “There is nothing gentle about the way we prepare or the way we play. This film captures the intensity, confidence and ambition of our team. We know what it takes to win on the world stage, and we are now focused on carrying that momentum into the Women’s T20 Asia Cup and bringing the title home.”
