Crunchyroll has launched its latest India-focused brand campaign, ‘Ready to Anime?’, marking a decisive push to position anime as a mainstream entertainment choice in the country. Featuring Rashmika Mandanna and Indian cricketer Shubman Gill, the two-part campaign captures anime’s growing presence across sports, streaming platforms, and pop culture.

The first film is set to premiere during the ICC Men’s T20 World Cup, ensuring high-impact visibility, followed by integrations on Shark Tank India Season 5 on Sony LIV. A second film will roll out during the IPL, extending the campaign’s reach across marquee sporting and entertainment moments.

The campaign arrives as anime consumption in India continues to accelerate. According to a 2025 study by the National Research Group commissioned by Crunchyroll, 62% of Indian general entertainment viewers say they like or love Japanese anime. Among teens, engagement is even stronger, with 74% identifying as anime fans, highlighting the format’s appeal among younger audiences.

The film narrative opens on a shoot set where Rashmika, a self-confessed anime fan, recommends the series Solo Leveling to Shubman. What appears to be a casual exchange soon turns humorous as Shubman seems distracted, only to reveal that he is deeply immersed in anime on Crunchyroll. The moment reinforces the campaign’s core insight – anime, once discovered, becomes hard to step away from.

Rashmika brings credibility and enthusiasm as a long-time fan, while Shubman offers a relatable entry point for new viewers. Together, they reflect anime’s widening appeal across interests and demographics.

Conceptualized by Tilt Brand Solutions and produced by StudioQ, the campaign will be amplified nationally across television, connected TV, digital, and social media platforms, reinforcing Crunchyroll’s ambition to embed anime into India’s everyday entertainment choices.