Crunchyroll Expands India Push with ‘Ready to Anime?’ Campaign Featuring Rashmika Mandanna and Shubman Gill

Anime streaming platform Crunchyroll has launched a new India-focused brand initiative titled ‘Ready to Anime?’, marking a strategic effort to position Japanese animation as a mainstream entertainment choice across the country. The campaign features actor Rashmika Mandanna and cricketer Shubman Gill, bringing together film and sport to widen anime’s cultural footprint.

Campaign Debut Across High-Impact Platforms

The first film in the two-part campaign is scheduled to premiere during the ICC Men's T20 World Cup, ensuring visibility during one of India’s most-watched sporting events. The brand will further extend its presence through integrations in Shark Tank India on Sony LIV.

By aligning with live cricket broadcasts, premium streaming content, and digital media, Crunchyroll aims to embed anime within everyday viewing habits rather than position it as a niche interest.

A second campaign film is expected to roll out during the upcoming Indian Premier League season, reinforcing continuity across major sports properties.

Rising Anime Adoption in India

The campaign coincides with accelerating anime consumption in India. According to a 2025 study conducted by the National Research Group and commissioned by Crunchyroll, 62% of surveyed general entertainment viewers in India reported that they either “like” or “love” Japanese anime. Engagement is particularly strong among teenagers, with 74% identifying themselves as anime enthusiasts — the highest affinity among all age groups studied.

These findings reflect broader shifts in India’s digital entertainment ecosystem, where global content formats are gaining traction beyond metropolitan audiences.

Film Narrative: Bridging Fans and First-Time Viewers

The advertisement opens on a production set where Mandanna recommends the widely followed anime series Solo Leveling to Gill. The storyline pivots when Gill appears repeatedly distracted, only to reveal that he is engrossed in anime streaming on Crunchyroll.

The creative approach underscores a key brand insight: once introduced to anime, viewers often deepen their engagement quickly. Mandanna’s established interest in anime lends credibility, while Gill represents audiences newly discovering the genre.

Raúl González Bernal, Vice President of Regional Marketing at Crunchyroll, stated that anime in India is increasingly becoming part of mainstream cultural dialogue rather than remaining confined to a dedicated fan base. By collaborating with personalities from cinema and cricket, the platform seeks to reflect the diversity of India’s entertainment consumers.

Strategic Rollout and Local Content Focus

Conceptualised by Tilt Brand Solutions and produced by StudioQ, both part of Quotient Ventures Pvt Ltd, the campaign will run nationwide across television, connected TV (CTV), digital platforms, and social media.

Crunchyroll has been strengthening its India catalogue, offering more than 900 anime titles, including over 160 series dubbed in Hindi, Tamil and Telugu. The service continues to provide simulcast episodes aligned with Japanese broadcast schedules. Subscription pricing in India begins at ₹99 per month, positioning the platform competitively within the country’s subscription video-on-demand market.

Mainstreaming Anime in India’s Entertainment Mix

With sports integrations, regional language investments and celebrity-led storytelling, Crunchyroll’s latest campaign signals a long-term commitment to India. The company’s approach reflects a broader industry trend: international content brands localising aggressively to capture growing digital audiences.

As anime adoption broadens across demographics, platforms are increasingly treating the category not as a subculture, but as a mainstream entertainment pillar in one of the world’s fastest-expanding streaming markets.