Pepsi, in collaboration with the Pakistan Cricket Board, has launched Ab Hai Tumhari Bari (It’s Your Turn Now), turning billboards into Playboards stocked with cricket gear designed for girls
Across South Asia and the Gulf, there has been a growing interest among young women in taking up cricket. Yet, much of this participation remains informal rather than professional, largely due to limited access to essential equipment – bats, balls, stumps, bails, and crucial protective gear such as helmets, pads, and gloves.
In Pakistan, the journey of a female cricketer often begins with borrowing gear from male family members. The equipment, designed for men, tends to be heavier and awkward to handle for girls. The result is a loss of confidence, hesitation on the field, and weaker performance.
In the UAE, a notable increase in female participation has been linked to schools offering evening cricket sessions at community grounds. Yet, access to appropriate equipment remains a barrier for many aspiring players.
To address this gap, Pepsi, in collaboration with the Pakistan Cricket Board (PCB), launched its flagship campaign: Ab Hai Tumhari Bari (It’s Your Turn Now). Billboards were transformed into Pepsi Playboards, stocked with all the cricket gear girls need, specifically designed for them.
The initiative was piloted in Pakistan, with Playboards installed in schools and cricket grounds. Girls can freely borrow equipment, use it to improve their game, and return it for the next player. There is no pre-registration, no cost – just immediate access to the tools they need.
This pioneering initiative has strengthened female participation in cricket, fostering inclusivity and a sense of community. By repurposing advertising spaces into practical sporting resources, the campaign has redefined how sports-related initiatives can make a tangible impact.
Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan, explains that the intention was to make the sport feel immediately playable: “Cricket is part of everyday life here, but access has not always kept pace with interest. This initiative is about helping young women play now, not at some later stage.”
As the program has been introduced in collaboration with the Pakistan Cricket Board, alongside Playboards, these custom cricketing kits have also been provided to emerging women’s teams to support training and development from entry level onwards.
The initiative introduced in collaboration with the Pakistan Cricket Board (PCB), it also provides custom cricket kits to emerging women’s teams, supporting their training and development from the entry level onward.
Rafia Haider, Head of Women’s Cricket, Pakistan Cricket Board, noted that progress often begins with something basic, “When the equipment fits, girls train longer and play with more confidence. Access is where development really starts.”
As conversations around women’s participation in sport continue across countries, including the UAE, initiatives that focus on early, practical access highlight how many cricket journeys begin not in stadiums but on shared grounds, with the right tools within reach.
