Fan, Icon, Trailblazer – Tanvi Takane Takes Center Stage in Cricket Fandom
New Delhi, March 5, 2025: Cricket in India isn’t just a sport, it’s a way of life. Every cricket season, stadiums are packed with passionate fans, their cheers echoing through every boundary and wicket. But look around, and you’ll notice a pattern, the superfans, the ones leading the chants and making headlines, have mostly been men.
That’s about to change.
This season, Royal Challenge Packaged Drinking Water is rewriting the script with ‘Bold Sherni’- India’s first-ever female cricket superfan. Bold, fearless, and unapologetically passionate, she represents the millions of women who have lived every match, celebrated every six, and felt every heartbreak but have never had their presence truly acknowledged in stadiums.
Meet Bold Sherni: More Than Just a Fan
At the heart of this movement is Tanvi Takane, a former state-level cricketer turned respected analyst, who has spent years breaking barriers in the sport. Now, as Bold Sherni, she’s taking her place right where she belongs, in the stands, at the center of the action.
From leading chants to rallying fans, Tanvi is not just here to cheer, she’s here to challenge old perceptions of fandom.
In her debut at M. Chinnaswamy Stadium, she stood tall in a sea of roaring fans, a bold reminder that the game belongs to everyone. This isn’t about giving women a place in cricket fandom, it’s about reclaiming the space that was always theirs.
Royal Challenge’s Bold Vision for Cricket Fandom
Speaking on the initiative, Varun Koorichh, Vice President – Marketing & Portfolio Head at Diageo, said:“Cricket fandom has long been a unifying force, yet its narrative has often been incomplete. With Bold Sherni, we are not just introducing a superfan we are reshaping the very essence of fandom, bringing it from the sidelines to center stage. Royal Challenge Packaged Drinking Water has always championed bold choices, and this initiative is a tribute to the millions of female cricket enthusiasts whose passion has fueled the game for generations. The roar of cricket is not whole without them, and Bold Sherni stands as a powerful symbol of their rightful place in stadiums, in conversations, and in the sport’s evolving legacy.”
With the Women’s Premier League (WPL) in full swing, Bold Sherni’s presence will only grow stronger. But this isn’t just about WPL, she will be a driving force in the Indian Premier League (IPL) as well, proving that women in stadiums aren’t just spectators, they are the heartbeat of fandom.
Tanvi Takane on Becoming Bold Sherni
For Tanvi Takane, this is more than just a title, it’s a movement.
“For me, cricket is not just a sport, it’s an emotion. Stepping into the stadium as Bold Sherni is a mix of excitement and honour. It’s a tribute to the countless women who have cheered from their homes, lived every victory, and felt every defeat just as deeply. As a former state-level cricket player and now a cricket analyst, I have seen the game from both inside the boundary and beyond the numbers. This movement isn’t about creating space for female fans – it’s about claiming the one that has always been ours. I hope Bold Sherni inspires more women to stand tall, celebrate the game unapologetically, and roar just as loud, because cricket belongs to all of us,” she said.
Through the season, Bold Sherni will travel to IPL matches, lead fan communities, and make her presence felt across the biggest cricketing moments.
Ashish Khazanchi, CCO Enormous on Bold Sherni, “Cricket fandom has always been about passion, but the way it’s been seen has been one-sided for too long. Women have celebrated the game just as fiercely, but their voices haven’t been as visible in stadiums. Men’s cricket has long been celebrated with super fans, while women fans were often viewed through the male gaze—reduced to holding posters asking cricketers to marry them. Bold Sherni stands as a powerful symbol of their rightful place in stadiums, in conversations, and in the sport’s evolving legacy. Our effort is to give women’s cricket its first true super fan—one that doesn’t just cheer but shapes culture.”
A Game-Changing Move in Brand Storytelling
Royal Challenge Packaged Drinking Water has built its brand on the philosophy of choosing bold and Bold Sherni is the latest expression of that. This initiative goes beyond sponsorships and ads, it’s about shaping culture, challenging norms, and making sure every cricket fan is seen, heard, and celebrated.
As stadiums roar this season, one thing is clear- this is just the beginning for Bold Sherni.
About Diageo India
Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo Plc. The company manufactures, sells, and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, The Singleton, Royal Challenge, McDowell’s No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3000 employees, 35 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre. Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and our performance, visit us at www.diageoindia.com.
Visit Diageo’s global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.