Crunchyroll Brings Rashmika and Shubman Together to Push Anime Into India’s Mainstream Viewing Habit

Anime platform Crunchyroll has launched a new India-focused brand campaign titled Ready to Anime?, featuring actor Rashmika Mandanna and cricketer Shubman Gill. The initiative signals how Japanese animation is moving from niche fandom into the centre of everyday entertainment choices, with the first film set to debut during the ICC Men’s T20 World Cup and further integrations planned during Shark Tank India Season 5 on Sony LIV.

The placement strategy is deliberate. By appearing alongside live sport and high-reach streaming properties, Crunchyroll is positioning anime not as a subculture but as part of the same media routine that includes cricket, reality television and digital video. For advertisers and broadcasters, the move reflects how platforms are now competing for attention within shared national moments rather than siloed interest groups.

The campaign arrives amid strong indicators of audience growth. A 2025 study by the National Research Group, commissioned by Crunchyroll, reported that 62% of general entertainment viewers surveyed in India say they either like or love anime. Among teenagers, that number climbs to 74%, making them the most engaged cohort. The data suggests that familiarity is spreading beyond early adopters and into households where anime once sat at the margins.

In the film, Rashmika is portrayed as the seasoned fan introducing Gill to the format through the widely followed series Solo Leveling. The narrative flips expectations when Gill repeatedly appears distracted, prompting confusion on set before the reveal: he is already immersed in watching anime on Crunchyroll. The idea leans on a simple cultural truth — once drawn in, viewers tend to stay.

The casting underlines a broader strategy. Rashmika carries credibility among young movie audiences and has previously spoken about her interest in anime culture. Gill, on the other hand, represents mainstream sporting appeal and a newer entrant’s perspective. Together they frame anime as something that can bridge communities rather than belong to just one.

Raúl González Bernal, vice president of regional marketing at Crunchyroll, said the intent was to mirror how consumption patterns are changing. “By bringing together anime superfan Rashmika and a newer fan like Shubman, two influential voices from film and sport, the campaign reflects how anime today connects with audiences across interests and backgrounds,” he said, adding that the medium is now part of wider cultural conversations.

For marketers, the implication is clear. As youth entertainment habits fragment across screens, properties that can cut across cinema, sport and streaming gain disproportionate value. Anime, once reliant on dedicated communities, is now being packaged in ways that allow casual discovery. Celebrity participation accelerates that process, offering familiar entry points to audiences who may be curious but hesitant.

The campaign has been conceptualised by Tilt Brand Solutions and produced by StudioQ, both part of Quotient Ventures. It will run across television, connected TV, digital and social platforms, with a second film scheduled to appear during the upcoming IPL season — another environment designed to capture mass attention.

As competition intensifies across subscription services, Crunchyroll’s push suggests that growth will depend not only on catalogue depth but also on embedding the category into daily viewing behaviour. The bet is that once anime becomes routine, it becomes sticky.