DNSW's Women's T20I Indian Community Amplification

The Summer of Cricket is one of the anticipated series of sporting events on the calendar and the Indian women’s national cricket team faced Australia in the opening match of the Women’s T20I series on February 15, 2026 in Sydney.

Destination New South Wales (DNSW) set out to boost attendance and strengthen community engagement to create the hype surrounding the Summer of Cricket, especially towards the Indian cricket fans to eat/stay/play longer in Sydney. CulturalPulse was then engaged to design a campaign that could help them with this challenge through a dedicated CALD program to spark community engagement, generate match attendance and encourage fans to enjoy more of what Sydney has to offer.

The Approach

CulturalPulse activated a program of developing tailored creative and distributing them to targeted multicultural community. This create a holistic amplification strategy to bring the Summer of Cricket excitement and anticipation to the opening match of the Women’s T20I series between India and Australia in the Indian community around Australia and beyond. Leveraging on the CulturalPulse expertise, we delivered:

• Creative and Translation – cultural video development for Indian community in English and Hindi, which involves full creative pre & post-production, including:
  • script development to align with key messages
  • talent identification, screening and selection
  • on location production,
  • editing
  • final dispatch.
• Amplification and Community Outreach – through:
  • CulturalPulse owned media platform targeting to cultural segments
  • Cultural targeting & distribution to community groups/organisations
  • Distribution to trusted community media, partners and community leaders.

The Outcome

The campaign was a success with impressions reaching 137% (achieving beyond the target of 1 million impression). Furthermore, the campaign reached:

• 1,369,000+ total impressions delivered over a 5-week period.
• 781,000+ total reach.
• 32,718+ total clicks to the campaign landing page.
• The in-language video (in Hindi) performed relatively better in Youtube, with 1.5m views reached for the Hindi version and 1.3m views reached for the English version.
• 71,000+ views reached in social media and more than 120 positive comments reached.
• Content distribution on Indian Community media & organisation public channels received positive response.