New Delhi, May 15 : In a move designed to tap into India’s deeply emotional and social relationship with cricket, Six Fields has launched its Summer 2026 campaign, CheersForMore, featuring internationally recognised cricket umpire Anil Chaudhary. Timed strategically around the ongoing cricket season, the campaign aims to reshape how fans engage with live matches by encouraging them to celebrate not just victories and sixes, but every meaningful moment that unfolds during the game.
At the centre of the campaign is a digital film that places Anil Chaudhary in a role rarely explored in brand storytelling. Instead of positioning cricket purely around star players or match-winning moments, the campaign draws attention to the rhythm of the game itself – the wides, dot balls, appeals, boundaries, near misses, and momentum shifts that collectively define the viewing experience.
The campaign is rooted in a simple but culturally sharp insight: cricket fans remain emotionally invested throughout an entire match, yet active celebration is often reserved only for climactic moments such as wickets, sixes, or final victories. Six Fields believes this leaves a large part of the viewing experience emotionally under-celebrated.
Through CheersForMore, the brand, attempts to change that behaviour.
Using the authority and familiarity of umpire signalling as a creative device, the campaign transforms official cricket gestures into easy, recognisable fan reactions that viewers can adopt while watching matches together. In the DVC, Anil Chaudhary draws a parallel between how every moment in cricket already carries importance on-field through structured umpire signals, while audiences off the field often remain passive spectators between the “big” moments.
By turning these signals into social cheering gestures, Six Fields positions the campaign as more than a seasonal cricket communication, instead framing it as a participative viewing culture designed for modern audiences consuming cricket socially, digitally, and 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 see the choice of Anil Chaudhary as particularly strategic. While most cricket campaigns rely heavily on current or former players, Six Fields has instead chosen a figure who represents the structure, continuity, and authority of the game itself. Chaudhary retired from IPL umpiring only last year and till date remains the most experienced umpire in IPL history. Chaudhary’s visibility across international cricket and the IPL gives the campaign immediate recognisability while also lending authenticity to the behavioural concept being introduced.
The decision also aligns with changing patterns in cricket consumption, especially among younger urban audiences. Today’s viewers are no longer just watching matches; they are reacting live through memes, reels, watch parties, fantasy leagues, WhatsApp groups, and second-screen conversations across social media platforms. In this environment, brands are increasingly competing not just for visibility, but for cultural participation.
The campaign is expected to roll out aggressively across digital and social platforms throughout the cricket season, with real-time match conversations, creator-led content, fan participation formats, and influencer amplification designed to make the cheering behaviour visible and repeatable online.
Cricket season remains one of the most commercially competitive periods for beer and beverage companies in India, particularly across on-trade environments such as bars, restaurants, lounges, and large-format match screening venues. Through #CheersForMore, Six Fields is looking to strengthen its cultural association with group viewing occasions and social celebrations, particularly within urban consumption markets where cricket watch-parties have become highly ritualised experiences.
The brand is expected to drive visibility across retail and HoReCa channels during the season, positioning itself not simply as a beverage choice, but as a facilitator of the social energy surrounding live cricket.
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 attempting to position itself at the intersection of cricket, social participation, and celebration culture, an increasingly valuable space for lifestyle and beverage brands competing for relevance during India’s biggest sporting season.