IndusInd Bank has once again partnered with the International Cricket Council (ICC) to offer a memorable experience to young cricket fans through the Anthem Buddies programme at the ongoing ICC Men’s T20 World Cup 2024, held across the USA and West Indies. This initiative provides children the chance to walk onto the field with their cricketing idols during the national anthem, a dream come true for many.

Building on the success of last year’s programme, IndusInd Bank expanded the opportunity through a social media contest, where parents entered unique cricket slogans to win a spot for their children. This innovative approach garnered significant participation, allowing more families to enjoy this once-in-a-lifetime experience.

The Anthem Buddies programme, initially launched during the ICC Men’s Cricket World Cup 2023 in India, was met with overwhelming enthusiasm, creating cherished moments for 1440 children across 48 matches in 10 cities. Encouraged by the response, IndusInd Bank and ICC have continued this tradition, leveraging it as a powerful brand activation tool that resonates deeply with audiences.

Mr. Soumitra Sen, Head of Consumer Banking and Marketing at IndusInd Bank, emphasized the impact of such initiatives, “The Anthem Buddies Programme underscores our belief in the power of sports to unite communities and inspire the younger generation. We are thrilled to anchor this initiative once again, enhancing the T20 World Cup experience for families.”

Parents like Mr. Ganesh Narayanan and Mr. Alpesh Patel shared heartwarming stories of their children’s experiences, noting the profound joy and pride observed as their kids stood beside international cricket stars. These testimonials underscore the emotional and inspirational value of the Anthem Buddies programme, highlighting its success in creating lifelong memories and fostering national pride.

The continuation of the Anthem Buddies programme by IndusInd Bank and ICC illustrates a successful model of sports marketing that enriches the fan experience while promoting brand visibility and emotional engagement. This initiative not only enhances the spectacle of the World Cup but also strengthens community bonds through shared sportsmanship and joy.

  Anthem Buddies programme, Cricket, fan engagement, ICC T20 World Cup, IndusInd Bank, sports marketing