International Chess Day: How Brands Are Marketing New Gen Indian Chess Stars

Remember when D Gukesh made history in 2024 by clinching the World Chess Championship? That moment didn’t just spark national pride—it set off a full-blown chess revolution across India. What was once a quiet pursuit tucked away in local clubs and newspaper columns has burst into the mainstream. A new generation of prodigies is rising, digital engagement is booming, and India now boasts multiple grandmasters in the world’s top 10—with millions tuning in to chess streams across the country. 

This surge in chess’s popularity comes at a historic time for the nation. On the eve of World Chess Day—celebrated annually on July 20 to mark the founding of FIDE—India is preparing for a milestone event: hosting the prestigious FIDE Chess World Cup 2025 for the first time in over two decades. This World Cup will bring together the global chess community in New Delhi and marks a golden opportunity to amplify India’s role on the world stage. 

For sports marketers, these developments have unlocked extraordinary potential. Chess has become a canvas for brands to align with values of intellect, discipline, and inclusivity—especially striking around World Chess Day, when brands, fans, and influencers unite worldwide to celebrate the game’s rich legacy and bright future 

Chess Goes Mainstream 

Chess in India has exploded into the mainstream, driven by a perfect storm of accessibility and visibility. Social media platforms like X amplify every move, with fans dissecting games in real-time.  

Streaming content on YouTube and Twitch, led by influencers like Sagar Shah and Samay Raina, has turned elite chess into binge-worthy entertainment. Their live commentary, entertaining streams, and collaborations with top grandmasters have drawn millions of young viewers to platforms like YouTube and Twitch, making chess accessible and interactive. This influencer-led movement has not only democratized chess but also made stars like Gukesh and Praggnanandhaa household names. Education-focused parents are enrolling kids in chess academies, while Gen Z creators craft memes that make players like Gukesh and Praggnanandhaa relatable.  

This shift is reflected in the commercial landscape. Brands that once reserved their biggest campaigns for cricket or Bollywood are now investing in chess, drawn by the “smart-kid halo” and the sport’s growing cultural capital. 

Chess stars are no longer distant intellectuals—they are approachable, memeable, and brandable. And with International Chess Day creating renewed attention each year, chess stars are no longer distant intellectuals—they are approachable, memeable, and brandable. With India’s chess market projected to grow alongside its 1.4 billion-strong population, brands in fintech, edtech, wellness, and fashion have a unique opportunity to align with this cultural wave. 

Gukesh D — The New Face of Excellence 

Ambassador Deals:  

Gukesh is the face of RBL Bank, which strategically launched congratulatory and inspirational campaigns immediately after his World Championship win. By aligning with Gukesh, RBL Bank positioned itself as a forward-thinking institution that values discipline, intelligence, and strategic planning—qualities that Gukesh embodies both on and off the chessboard. Gukesh’s story helped the bank’s campaigns to inspire young, ambitious Indians to make smart financial decisions.  

Campaigns and Sectors: 

Gukesh has featured in Myntra’s FWD campaign alongside Viswanathan Anand, positioning chess as both aspirational and fashionable. Myntra’s strategy was to bridge the gap between tradition and trend, using Gukesh’s Gen Z appeal to make chess—and by extension, their brand—relatable and stylish for young audiences. This fresh positioning has made him a natural fit for brands in the edtech, fintech, and wellness sectors, all of which seek to align with intelligence, discipline, and trust. 

Similarly, Milk Bikis launched a fully AI-generated campaign film featuring Gukesh. The campaign, “Milk Bikis Smart Moves,” used generative AI to replicate his appearance, voice, and expressions, setting a new benchmark in brand storytelling. The campaign also gamified the product experience: QR codes on Milk Bikis packs unlocked chess puzzles, with rewards ranging from cashback to a chance to play a match with Gukesh himself.

The initiative quickly gained momentum, clocking over 38 million organic views and more than 200,000 shares—proof of Gukesh’s resonance with young, digitally savvy audiences. Notably, these campaigns gain fresh momentum during events like World Chess Day, when interest in the sport peaks and brand conversations feel more authentic and timely. 

Praggnanandhaa — The Relatable Prodigy 

Long-Term Sponsorship with Adani Group 

Praggnanandhaa has entered a significant long-term sponsorship agreement with the Adani Group. This partnership is not just about financial backing but also about supporting his journey to become a World Champion. Gautam Adani himself highlighted Praggnanandhaa’s inspirational achievements and the brand’s desire to help him bring more glory to India. The sponsorship is intended to cover training, travel, and the building of a world-class support team, reflecting a strategic commitment to nurturing Indian talent at the highest level.

Brand Partnerships in Education and FMCG 

ITC’s Classmate “EduGames” campaign, featuring Praggnanandhaa and his sister Vaishali, is a prime example of how brands can use chess prodigies to inspire and engage young audiences. By associating with intellectual achievers, Classmate positions its products as tools for champions, reinforcing the message that academic and extracurricular excellence go hand in hand.

The campaign’s multi-city format brings the brand closer to students and parents, fostering community engagement and aspirational value. For ITC, the strategy is clear: use the credibility and relatability of chess stars to drive product preference and brand loyalty among India’s vast student population, especially during peak cultural moments like World Chess Day, when the value of intellect is celebrated globally.

Endorsements from Indian Oil 

Indian Oil Corporation has also signed Praggnanandhaa for a tenure-based engagement. IndianOil’s association with Praggnanandhaa reflects the commitment to reshaping India’s sporting culture and establishing the country as a powerhouse across multiple disciplines. The corporation has a long history of promoting sports through recruiting sportspersons, offering scholarships to budding talents, and sponsoring major sporting events. IndianOil’s efforts were recognized with the prestigious "Rashtriya Khel Protsahan Puruskar" for its encouragement of sports through corporate social responsibility initiatives. 

By partnering with Praggnanandhaa, IndianOil aims to support and nurture young talent, aligning with its broader vision of fostering excellence and resilience in Indian sports.  

Actionable Tips for Marketers 

To seize this chess boom, sports marketers should act strategically: 

• Invest in Long-Term Storytelling: Build campaigns that evolve with the player’s journey—and time key brand moments around meaningful dates like World Chess Day to maximize emotional and cultural relevance.

• Co-Create with Players and Creators: Integrating chess stars and popular influencers into content creation—like YouTube series or live streams—helps brands reach digitally native audiences.

• Align with Intellect and Focus: Position your brand around values like strategy, discipline, and global ambition—qualities chess stars embody. Edtech brands, for instance, can highlight how chess fosters critical thinking.

• Localize Global Wins: Use international milestones—like the FIDE World Cup or World Chess Day—to build campaigns that feel timely, celebratory, and culturally in sync.

  
  

Conclusion 

India’s chess stars are cultural influencers with multi-market potential. Their quiet charisma, high-trust personas, and global reach offer a new kind of sports marketing opportunity. Unlike traditional sports, chess appeals to intellect and inclusivity, resonating with diverse demographics. And on World Chess Day, that appeal becomes a powerful global moment—giving marketers a rare chance to engage audiences through a game that’s as thoughtful as it is thrilling. 

But questions remain: Can your brand craft a campaign as strategic as a grandmaster’s game plan? How will you balance global appeal with local pride? These are the challenges marketers must tackle to win in this new chess economy. 

This is where Zupotsu steps in. Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.