Cricket runs through the blood of the Indian nation. But traditional male commentary has excluded women for far too long.

This campaign wasn’t about teaching Indian women to understand cricket - they live and breath the sport - but reengaging the audience in a way they would actually care about.

So we took another of India’s national passions - Bollywood - and gave the IPL a Bollywood Spin. Without any legal rights to talk explicitly to cricket or Bollywood, we created an AI creator tool that related live match moments to iconic Bollywood tropes, and opened up the commentary around cricket to the whole nation.