India Women's Cricket: What to Expect from the Upcoming ODI Series

Nine runs…! 

That was all that stood between India and cricket immortality on that fateful July evening in 2017. The Lord's cricket ground fell silent as Anya Shrubsole tore through India's batting lineup, snatching the Women's World Cup from India's grasp in the final overs. Hearts broke across India as the women in blue collapsed from a commanding position to fall agonizingly short. 

But heartbreak often plants the seeds of redemption. 

Eight years later, that painful memory still lingers, yet it has transformed into something powerful—a driving force behind India's evolution in women's cricket. As the team prepares for their crucial ODI series against England from July 16 to 22, 2025, the narrative isn't just about revenge; it's about evolution, growth, and the future of women's cricket in India. 

Leadership and Legacy: Team Composition 

This England series is particularly fascinating due to the blend of established stars and emerging talent. Pratika Rawal has become impossible to ignore, smashing records with the fastest-ever 500 ODI runs in just eight innings. Her rise parallels the team's evolution – fearless, innovative, and refusing to be defined by past heartbreaks. 

Equally pivotal is the consistent brilliance of Smriti Mandhana, who recently reclaimed the coveted No. 1 spot in the ICC Women’s ODI batting rankings in June 2025. Her leadership and steady flow of runs throughout 2024 and 2025 speak volumes of her enduring consistency and impact. With Rawal's explosive talent batting alongside Mandhana's world-class solidity, the scoreboard seems to accelerate without effort. This formidable batting lineup is not just preparing for this series; it's building the crucial depth and resilience needed for World Cup success. 

India’s Pace Test in English Conditions 

England’s pitches in July are notorious for their swing and seam movement, creating tough conditions that rigorously test a pace bowling unit. The lush green surfaces and lateral movement mean that pacers must adapt quickly to succeed. Building on this challenge, India’s recent historic T20I series win over England on English soil in 2025 demonstrated significant progress in India’s bowling attack, particularly the pace bowlers gaining confidence against quality opposition in familiar English conditions. 

Spin all-rounders Deepti Sharma and Sneh Rana continue to provide crucial control in the middle overs. Emerging fast bowler Kranti Gaud has impressed with her ability to exploit seam movement, progressing from tennis-ball cricket in Nagpur. Bowling coach Ramesh Powar emphasizes that these conditions offer a vital test for India’s pacers ahead of the ODI World Cup. With explosive opener Shafali Verma absent from the ODI squad, the middle order—including Harleen Deol and Jemimah Rodrigues, who stood out in India’s commanding 370/5 win over Ireland earlier this year—must take on greater responsibility to maintain momentum. 

World Cup Trial: Preparation Strategy 

The coaching staff approaches this series as a dress rehearsal for the 2026 ODI World Cup. Performance data under these challenging conditions will directly shape selection, tactics, and player rotation going forward. 

Advanced technology plays a starring role. India's adoption of the Advanced Monitoring System (AMS) delivers minute-by-minute insights into player fitness, workload, and recovery, helping prevent injury and optimize peak performance during the intense tournament schedule. 

Including rising talent serves a dual purpose: testing bench strength and fostering competition within the squad, thereby pushing all players to maintain high standards and avoid complacency. 

Marketing Gold: Brand Opportunities 

For brands and sports marketers, this series presents a unique opportunity. The narrative combines established icons with emerging stars, creating multiple partnership avenues with different value propositions. 

Campaigns featuring Mandhana or Kaur can leverage their consistency and leadership, while associations with Rawal tap into the excitement of discovering tomorrow's superstar. The contrast between England's historic venues and India's innovative cricket approach provides rich visual and storytelling potential. 

Perhaps most compelling is the grassroots journey of players like Kranti and Shuchi—from regional cricket to the international stage. Their stories resonate with aspiration and determination, qualities that consistently drive strong emotional engagement. 

Actionable Tips for Marketers 

• Design campaigns that celebrate both the legacy of established stars and the promise of emerging talent. Use storytelling to bridge generations and fan segments. 

  Wrangler’s “What Shapes You, Makes You” campaign, featuring Smriti Mandhana, utilises her journey and connection with denim to celebrate her legacy and inspire emerging talent, perfectly illustrating how storytelling bridges generations and fan segments. 

  
  

• Don’t limit your campaign to TV or stadium banners. Activate across digital, social, OTT, and on-ground channels for maximum reach. 

  PUMA India’s “Cricket Is Everyone’s Game” campaign utilised YouTube Shorts and collaborated with icons such as Mary Kom, Kareena Kapoor Khan, and Vineeta Singh to amplify the visibility of women’s cricket. By activating across digital, social, and on-ground channels, the campaign maximized reach and inspired broader participation beyond traditional advertising.

• Leverage match atmospherics through fan meet-ups, watch parties, and digital content timed for prime England viewing hours. 

  Rexona’s campaign is an excellent example of leveraging match atmospherics through fan meet-ups and on-ground events, such as the Flag Bearers programme and Criiio festivals, while also sharing digital content timed with live matches to engage fans during prime England viewing hours.  

  

  
  

• Incorporate fitness and technology themes via AMS narratives, highlighting the modern, data-driven approach to cricket excellence. 

  The #FindYourPower campaign by Bata, featuring Smriti Mandhana, highlights the importance of fitness and an active lifestyle. Smriti, as the face of the campaign, inspires young Indians to get moving, demonstrating how focus, discipline, and the proper footwear can help anyone embark on their fitness journey.  

  
  
  
  

• Align your brand with the values of women’s cricket—empowerment, inclusivity, and progress. Use campaigns to promote gender equality and support grassroots talent. 

  The ICC Women’s T20 World Cup ad, which frames the Indian team’s quest for their first ICC trophy as a chance to change history to ‘her story’, is a strong example of how brands can align with the values of women’s cricket. By spotlighting empowerment and the drive to break new ground, the campaign promotes gender equality. It inspires the next generation, showing how brands can use storytelling to support inclusivity and grassroots talent in women’s cricket.  

  
  

Partnering for Success: The Zupotsu Advantage 

The upcoming India-England ODI series represents a significant chapter in women's cricket, showcasing emerging talent, testing team depth, and setting the stage for the 2025 Women’s World Cup. Beyond the scoreboard, this tour showcases the game's evolution and the expanding commercial opportunities surrounding it. 

The real magic of women's cricket lies in these authentic moments of grit and brilliance that connect deeply with fans. Brands that tap into these stories aren't just sponsoring a sport – they're becoming part of cricket's evolution. That's where Zupotsu comes in. We see beyond the boundaries and boundaries, crafting campaigns that honour the game while creating genuine connections between players, fans, and forward-thinking brands. The road to 2026 starts on English soil, and the most innovative marketers won't just be watching – they'll be part of the journey. 

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.