Viacom18, the TATA WPL’s official broadcast and digital partner, has launched ‘Search Hijack,’ the latest campaign from their stable of the thrilling women’s T20 league.

With women’s cricket gaining popularity in India, Search Hijack aims to give Indian Women Cricketers their well-deserved recognition as they continue to inspire on-field, while also encouraging fans to catch the WPL as it enters a high-octane play-off stage.

The campaign stars elegant southpaw Smriti Mandhana, who was recently voted one of India’s most liked and popular female sports celebrities in Hansa Research’s Brand Endorser Report.

The promotion arose from the fundamental premise that male baby names in India are inspired by cricketers, whilst parents tend to look to cinema stars for female baby names.

Viacom18 aspires to challenge the status paradigm by encouraging parents to consider a broader canvas of our female cricketers when naming their baby girls. The promotion gives new parents names for their baby daughters that will go down in history.

Search Hijack, created by 22feet Tribal Worldwide, suggests girl names to expecting parents whenever they conduct a Google search. It makes use of Google’s remarketing tool to bring up an ad featuring Smriti Mandhana in which she provides parents a taste of the trendiest names of future stars, which are those of India’s most popular female cricketers.

Viacom18’s Creative Head of Marketing, Shagun Seda, said, “Our vision is to develop the WPL into the world’s biggest women’s sporting league. Search Hijack is one of the many efforts we are making along those lines, to grow awareness about our women cricketers and their exploits on the field which will make them household names. We aspire to popularize these names to an extent where ‘Smriti’ or ‘Mithali’ are just as much sought after names as ‘Sachin’ or ‘Rohit’ eventually.”