With the Women’s Premier League on the horizon, Aashirvaad Atta saw an opportunity to align with the formidable team of UP Warriorz and position themselves as champions of women’s empowerment.

The challenge was to create a captivating campaign that would resonate with audiences, showcase the journey of the UP Warriorz female players, and establish Aashirvaad as a brand that supports and celebrates the resilience of budding women cricketers.

Good Fellas Studio, in collaboration with Tonic, conceptualised a dynamic montage-based narrative for Aashirvaad Atta’s association with UP Warriorz. The central theme of “4 Kadam Aage” symbolised the players’ determination to overcome societal scrutiny and push boundaries.

Through a series of dynamic shots, the narrative follows Kiran Navgire, Deepti Sharma, and Rajeshwari Gayakwad as they prepare for the game, showcasing their skills and unity on the field.

Rapid-fire sequences capture the players’ prowess. A powerful voice over highlights the players’ indomitable spirit, always four steps ahead of societal doubts. 

The film culminates in a montage of performance shots and a final frame capturing determination, emphasising Aashirvaad’s support for these rising stars alongside UP Warriorz.

To bring the narrative to life, the film was shot within the prestigious Dravid Padukone Stadium, ensuring the film captured the vibrant essence of the players’ world. Despite facing a tight two-hour time constraint, the team overcame obstacles to deliver a visually compelling output.

The creative approach tackled societal inquiries head-on, with the players defying expectations through impactful shots and dismantling societal barriers, using the field as their platform for response.

The background score mirrored the initial societal scrutiny faced by the players but underwent an uplifting transformation as they responded with dynamic shots, enhancing the viewer’s emotional connection and leaving them feeling inspired.

Through thoughtful creative choices and a collaborative effort, the campaign aimed to forge a genuine connection with audiences, showcasing Aashirvaad Atta’s commitment to empowering and celebrating the resilience of budding women cricketers.