On September 17, 2025, the worlds of sports, technology, and consumer brands collided in a big way, with Indian cricket star Shubman Gill taking center stage in not one but two major campaigns. The day saw Beats, the renowned audio brand, unveil its latest global campaign, "Burn Bright," with Gill as its brand ambassador, while Allana Pet Solutions (APS), the pet food division of Allana Consumer Products Ltd., announced the young cricketer as the new face of Bowlers, its flagship dog nutrition brand. The dual announcements highlight Gill's growing influence well beyond the cricket pitch, underscoring his appeal to a new generation of consumers and sports fans alike.
Beats’ "Burn Bright" campaign, revealed on September 17, is the latest in a series of high-profile athlete partnerships by the brand. According to a press release from Beats, the campaign spotlights Shubman Gill's disciplined training regimen and personal style, all while showcasing the brand’s flagship workout earbuds, Powerbeats Pro 2. In the campaign visuals, Gill is seen wearing the Powerbeats Pro 2—wireless earbuds engineered specifically for athletes and those who demand both performance and style from their tech accessories.
The Powerbeats Pro 2 earbuds are packed with features tailored for intense workouts and active lifestyles. As detailed by Beats, these include Heart Rate Monitoring for workouts, Active Noise Cancellation to block out distractions, Transparency mode for environmental awareness, Adaptive EQ for optimal sound quality, and Voice Isolation for clear calls. The earbuds boast up to 45 hours of battery life with the charging case and support Qi wireless charging. Available in four bold colors—Jet Black, Quick Sand, Hyper Purple, and Electric Orange—the Powerbeats Pro 2 is priced at ₹29,900, inclusive of all taxes, and is available through apple.com/in.
Gill, reflecting on his role in the campaign, emphasized the importance of focus and individuality in his training. "Training is where I build my game. It’s quiet, focused, and personal. Having the right sound with Beats helps me lock in and zone out the noise. Beats isn’t just about music — it’s about bold energy and staying true to yourself. I’m proud to bring that spirit to this campaign," Gill said, as quoted by multiple sources including afaqs and Social Samosa.
Chris Thorne, Chief Marketing Officer and Head of Product at Beats, praised Gill for representing more than just cricketing prowess. "Shubman is more than just a cricket star. He represents a new generation of athletes who bring style, substance, and individuality to everything they do. This campaign is a celebration of his precision, passion, and the powerful role music plays in his mindset both on and off the pitch," Thorne stated on September 17, 2025, as reported by several outlets.
"Burn Bright" is the latest installment in Beats’ ongoing tradition of spotlighting globally recognized athletes. Previous campaigns have featured icons such as Lionel Messi, LeBron James, Erling Haaland, Qinwen Zheng, Lamine Yamal, and Kobbie Mainoo. The inclusion of Shubman Gill in this illustrious lineup signals not only his status as a leading sports figure but also the increasing global attention on Indian athletes and their cultural influence.
The campaign is more than just a product showcase—it’s a narrative about the fusion of athletic performance, personal style, and advanced technology. As Beats positions itself at the intersection of music, sport, and lifestyle, Gill’s involvement brings an authentic voice to the brand’s message of individuality and energy. The campaign’s visuals and messaging reinforce the idea that music and sound are integral to the mental preparation and focus required at the highest levels of sport.
While Beats was celebrating its new partnership, Allana Pet Solutions (APS) was making waves in a different sector. On the same day, APS announced Shubman Gill as the brand ambassador for Bowlers, its flagship dog nutrition brand. The timing of this partnership is strategic, coming amid a surge in demand for quality pet care across India, particularly in Tier 2 and Tier 3 cities where pet ownership is on the rise.
Nitin Kulkarni, Business Head of Allana Pet Solutions, described the partnership as a "strategic milestone in Bowlers’ journey to disrupt India’s rapidly growing pet food market." He noted, "With pet ownership increasing across the country, particularly in Tier 2 and Tier 3 cities, there is a significant opportunity to drive adoption of premium, science-backed dog nutrition. Shubman’s influence among the youth and aspirational pet parents aligns seamlessly with our goal of making world-class nutrition accessible and establishing Bowlers as a trusted brand."
The collaboration with Gill is set to roll out through a coordinated mix of digital initiatives, regional outreach, and on-ground consumer activations. The brand’s strategy is not limited to boosting visibility; it also aims to educate pet owners on the importance of complete and balanced nutrition, strengthen engagement through targeted campaigns, and reinforce long-term growth in both urban and emerging markets. "Beyond enhancing brand visibility, this collaboration will enable us to educate pet owners on the importance of complete and balanced nutrition, strengthen engagement through targeted campaigns and activations, and reinforce our long-term growth strategy in both urban and emerging markets," Kulkarni added.
Gill’s dual role as a brand ambassador for both Beats and Bowlers underscores his versatility and appeal. On one hand, he is the face of cutting-edge audio technology for athletes; on the other, he is helping to drive awareness and adoption of premium pet nutrition in a rapidly evolving Indian market. His influence among young people and aspirational consumers is a key factor in both brands’ decision to collaborate with him.
For Beats, the "Burn Bright" campaign is not just about selling earbuds—it’s about connecting with a generation that values authenticity, energy, and individuality. For APS and Bowlers, Gill’s involvement is about leveraging his popularity to build trust and educate a new class of pet owners about the benefits of quality nutrition. Both campaigns highlight the power of celebrity influence in shaping consumer choices, especially in markets where lifestyle, health, and technology are becoming increasingly intertwined.
As the lines between sports, lifestyle, and consumer technology continue to blur, partnerships like these are likely to become more common. Brands are looking for ambassadors who can embody their values while resonating with diverse audiences. Shubman Gill, with his blend of athletic achievement, personal style, and broad appeal, seems perfectly positioned for this new era of cross-industry collaboration.
With "Burn Bright" lighting up the world of audio tech and Bowlers making strides in pet nutrition, Shubman Gill’s brand power is on full display—reflecting not only his own journey but also the evolving aspirations of millions of fans and consumers across India and beyond.
