Crunchyroll's 'Ready to Anime?' Returns With Rashmika & Gill

Introduction

What happens when 140 crore Indians discover that anime isn't just for kids? Something massive. India is now one of the fastest-growing anime markets in Asia, and streaming platforms are finally waking up to that reality. Crunchyroll's latest brand film — featuring two of India's biggest pop culture icons, Rashmika Mandanna and Shubman Gill — is proof that anime has officially entered the mainstream conversation. Here's why this campaign matters far beyond a 60-second ad.

The Big Announcement

Crunchyroll has launched the second film in its India-focused brand campaign, titled 'Ready to Anime?', starring Rashmika Mandanna and Shubman Gill. The campaign was conceptualised by Tilt Brand Solutions and produced by StudioQ, both part of Quotient Ventures Pvt Ltd.

The new film taps into a deeply relatable fan emotion — the hollow feeling after finishing a beloved anime series. In the narrative, Shubman Gill calls Rashmika late at night, lost after completing a show. Rashmika reassures him that on Crunchyroll, one ending is simply a doorway to the next story.

The first film debuted during the ICC Men's T20 World Cup, giving the campaign a massive broadcast launchpad. The sequel now rolls out across connected TV, digital, and social media platforms nationwide. Crunchyroll currently offers over 900 anime titles in India, including more than 160 dubbed in Hindi, Tamil, and Telugu, with new episodes simulcast the same day as Japan. Plans start at just ₹99 per month.

What This Means for Your Brand

This campaign is a masterclass in audience segmentation done right. Rashmika plays the passionate, longtime anime fan. Shubman plays the curious newcomer. That single creative decision speaks to two completely different consumer groups within one 60-second film — and that is sharp marketing.

For Indian brands eyeing Gen Z and millennial audiences, there are three clear lessons here:

First, emotional storytelling converts. The "post-anime sadness" is a real cultural moment among fans — Crunchyroll didn't manufacture it, they simply reflected it back at the audience.

Second, celebrity pairing matters strategically. Rashmika commands massive recall across South India and Hindi-belt markets. Shubman Gill connects with cricket-first audiences who may be anime-curious. Together, they cover extraordinary demographic ground.

Third, vernacular investment signals long-term commitment. Over 160 titles dubbed in Hindi, Tamil, and Telugu shows Crunchyroll is not treating India as a secondary market. That's a challenge to every OTT platform still offering anime only in English.

The contrarian view? Celebrity campaigns can overshadow the actual product. Crunchyroll must ensure the content library experience lives up to the star power it is borrowing.

The Numbers Behind the News

India's anime audience has been growing steadily year on year, fuelled by YouTube, social media fan communities, and affordable mobile data. Titles like One Piece, BLUE LOCK, and Black Clover — all featured in this campaign — consistently rank among the most-searched anime in India on Google Trends.

Ekta Gulechha, Director of Marketing for India at Crunchyroll, noted that audiences in India are forming deep, personal connections with anime characters and stories — a behavioural shift that signals category maturity, not just casual curiosity.

At ₹99 per month, Crunchyroll is also priced aggressively for Tier 2 and Tier 3 Indian cities, where anime fanbases are growing fastest. That price point, combined with dubbed regional content, positions the platform well ahead of competitors who have not yet localised their anime catalogues meaningfully.

The brands.in Perspective

Crunchyroll isn't just selling subscriptions — it's selling cultural identity. Choosing Rashmika and Shubman wasn't a brand safety play; it was a cultural statement. Anime in India is no longer niche. It's mainstream enough for a national campaign, vernacular dubbing, and cricket-season media buys. Indian brands across categories — from gaming to fashion to FMCG — should pay close attention. The anime generation is here, it's spending, and it rewards brands that genuinely show up for their community.

Key Takeaways for Marketers

• Crunchyroll's dual-celebrity strategy targets both existing fans and new viewers simultaneously
• Emotional storytelling around "post-series sadness" makes the ad culturally authentic
• 160-plus regional language dubs signal serious long-term India investment
• ₹99 monthly pricing targets Tier 2 and Tier 3 growth markets aggressively
• Anime is no longer niche — mainstream brand campaigns confirm category maturity

FAQ

Who are the celebrities in Crunchyroll's new ad film? The campaign features actress Rashmika Mandanna and cricketer Shubman Gill. Rashmika represents experienced anime viewers while Shubman reflects newer audiences exploring anime for the first time.

How many anime titles does Crunchyroll offer in India? Crunchyroll currently offers over 900 anime titles in India, with more than 160 dubbed in Hindi, Tamil, and Telugu. New episodes are simulcast the same day they air in Japan.

What is the price of Crunchyroll in India? Crunchyroll's subscription plans in India start at ₹99 per month, making it one of the most affordably priced anime streaming platforms available in the country.

Closing

Anime just got a Bollywood-meets-cricket upgrade in India — and honestly, it was only a matter of time. Does your brand have a cultural community it hasn't spoken to yet? Tell us in the comments. Follow brands.in for daily brand intelligence, campaign breakdowns, and marketing insights that keep you ahead of the curve.