Today Group taps Gen Z with cricket content collaboration

24 Apr 2025 CW Team

Today Group has partnered with Kiara Powar, India’s youngest sports presenter and a former badminton player, to launch a youth-focused cricket content series titled Bat, Ball, aur Baatein. The collaboration aims to make the sport more relatable and accessible to Gen Z audiences through short-form, engaging content.

The Navi Mumbai-based real estate major is taking bold steps to connect with younger consumers, following its rebranding in January 2025. This new venture reflects its forward-thinking brand ethos by stepping beyond traditional real estate marketing into digital entertainment that resonates with today’s youth.

Replacing conventional commentary with snackable, conversational cricket content, the series is hosted on Kiara’s platform and caters to a generation that consumes sports differently.

“Whether giving them a home or a voice, we want to empower youth,” said Bhavesh Shah, Joint Managing Director, Today Group. “Collaborating with Kiara helps us stay relevant and build deeper connections.”

Kiara added, “I started this series to make cricket exciting for my generation. With Today Group’s support, it’s reaching new heights.”

This initiative marks a unique fusion of real estate branding and pop culture storytelling.

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