In a cricket-crazy nation, one men's cricket match attracts more viewers than that of the whole women's tournament.

Ellyse Perry a female cricketer accidentally smashed the display car’s window, it wasn't just clumsy—it flipped the script. Instead of sweeping it under the rug, TATA.ev actively celebrated it, paving the way for a more inclusive sporting landscape.

We awarded her a special trophy, the “Perry Powerful Punch’ Award. made from the shattered glass pieces that etched this moment forever in the sporting history.

This is how we made cricket inclusive by celebrating champions in a grand way.

In India, cricket just isn’t a sport – here GODs are made. We are glued to our screens when the men’s team is playing in one of the biggest sporting events – Indian Premier League (449 million viewership) with brand value estimated at $11 billion. But for the ladies on the pitch, it's a different story—they struggle to get noticed.

Cut to 2024, we are in the second season of Women’s Premier League, creating opportunities for young women to showcase their skills and make India a powerhouse of cricket for women. TATA, a nation-building company, has been the title sponsor since day one.

With its concurrent TATA.ev, an electric vehicle manufacturing brand and associate partner for the WPL tournament, took up the opportunity to reshape the narrative of women's cricket.

The sport has witnessed a remarkable transformation in terms of recognition, support, and infrastructure, paving the way for a new generation of talented and ambitious women cricketers – still, it is not enough. We need legends, stories, iconic moment and a culture around women athletes to make it larger than life.

TATA sponsoring Women’s Premier League, marks a new chapter in the history of women’s cricket in India. In this cricket-crazed nation, the challenge is clear: use every medium to boost those viewership numbers and to make moments and stories legendary. There will be cricketers from India and the top ones from other cricket-playing countries, competing in different teams in this tournament. Which gives us more than enough opportunities to promote this game.

Only a household name like TATA with its concurrent TATA.ev, an electric car manufacturing company, has the power to level the playing field for women in sports and get everyone talking about it.

Being the associate sponsor of the Women’s Premier League (WPL), we get to put the newly launched electric car Punch.ev on display in the stadium at every game, right next to the playing field.

Sports fandom thrives on rollercoaster moments. Like the game winning jump shot by Micheal Jordan in 1982 against Georgetown.

Women's Premier League (WPL) needed moments that gets cultural acceptance to build fandom. It's about legitimizing these moments to kickstart the cycle.

So, when Perry broke the window of the car, we decided to not reduce it just to a social media moment by putting out a post. We had to make this moment stick, so we crafted a one-of-a-kind keepsake. Ensuring we change this mishap into a moment that doesn’t get lost into oblivion.

Using glass shards from the broken window, we made it official, ensuring that this moment would be remembered for years to come. Now when any batter breaks a window? - it's always going to be a #PerryPowerfulPunch.

When legends of men’s cricket take a regular catch, it becomes a moment to celebrate, as fans go crazy over it all the time.

However, on March 4th, 2024, during a Women’s Premier league game between RCB W vs UPW, Ellyse Perry hit a powerful six and shattered the glass of our latest car Punch.ev! This wasn't a disaster, but an epic opportunity.

We wanted to make the moment significant and legitimise it before the world moves on. We made it a symbol of breaking barriers and a permanent reminder of this history-making moment in Women's Cricket.

Crafted from the same shattered car glass, we honoured Perry with the #PerryPowerfulPunch award. A unique trophy for a unique moment, this wasn't just a trophy; it was a statement.

We got moving the moment we saw that incredible moment unfold in front of our eyes. Collecting the broken glass from the stadium it was immediately sent to an artist to craft the

#PerryPowerfulPunch award. We presented the trophy to Ellyse in just 7 days, which set the internet on fire istead of it getting faded. By giving this award at the highest stage, by one of the most senior leaders from TATA.ev, we cemented this moment in cricket history forever.

Cricket fans across the country got excited and scoured the internet to see the clip of Ellyse breaking the glass (ceiling). It put WPL in the spotlight, grabbing national & international headlines.

Ellyse Perry broke the window, and the award broke the internet.

• #PerryPunchAward got 18.22 Mn reach

• TATA.ev gained ₹5.3+ Mn as earned media.

• Conversations about TATA WPL shot up by 221% year on year.

• Unique sources increased by 123%, spreading the word far and wide.

• The story of Ellyse who broke the window spilled over into the men’s league IPL.

• TATA.ev cemented its position in sports marketing.

Sometimes, the best moments come from the most unexpected places.

Ellyse Perry, the legendary batswoman from Australia, playing for RCB W at the Women’s Premier League, accidentally smashes a display car’s window, it became the talk of the cricket town. But instead of freaking out, TATA.ev chose to roll with it by giving Perry her moment in the spotlight, we shouted, "Girls play just as hard as the guys!"

It's time to give everyone their fair shot and make cricket a place where everyone feels like they belong.