Mumbai, May, 2026 :
Bombay Shirt Company (BSC) has partnered with JioStar as the ‘Official Styling
Partner’ for its national cricket coverage this summer season,
bringing together the worlds of contemporary menswear, live entertainment, and
sport through a culturally driven collaboration.
As part of the
association, BSC is styling anchors and experts across the Hindi and English
national feeds, creating a distinctive on-air visual language that blends
individuality, comfort, and elevated presentation for one of the country’s
most-watched live sporting broadcasts.
Speaking about the
collaboration, Sairam Krishnamurthy, CEO, Bombay Shirt Company, said, “Cricket
today exists far beyond the game itself. It sits at the intersection of
culture, entertainment, and personality. JioStar has built an incredibly
engaging cricket viewing experience, and we saw this as an opportunity to
contribute to that broader storytelling ecosystem through style. The idea was
to create looks that felt effortless, authentic, and reflective of each
individual on screen.”
The collaboration marks
a continued expansion of Bombay Shirt Company’s cultural footprint,
positioning the brand within one of India’s most influential entertainment
ecosystems while reinforcing its identity as a modern menswear brand shaped
by personal style and refined tailoring.
The styling approach
centred around lightweight summer fabrics and versatile silhouettes designed
for live broadcast environments, creating a polished on-screen aesthetic
that adds depth, personality, and a more engaging visual experience for
audiences.
The partnership
reflects JioStar’s continued focus on elevating every aspect of the viewer
experience, where presentation, personality, and storytelling come together
to create deeper audience engagement beyond the game itself.
Speaking about the
partnership, Siddharth Sharma, Content Head – Sports, JioStar, said, “Great
storytellers need to tell their stories from the very first moment audiences
lay their eyes on them. Styling adds sharpness, credibility, and personality,
making the viewing experience more engaging. At JioStar, we wanted our on-air
talent to reflect the premium energy of this summer cricket carnival – a time
when summer fashion truly comes alive. It felt like a very natural fit to bring
BSC on board at the intersection of sports and culture.”
To bring the
partnership alive, the BSC team worked closely with the broadcast talent to
understand individual personalities, preferences, and on-screen presence.
Each look was thoughtfully curated to feel authentic to the wearer while
maintaining a cohesive visual identity across the broadcast.
As the season unfolds,
audiences will continue to see a more elevated and immersive viewing experience
where style, personality, and storytelling become as engaging as the action
itself.
About Bombay Shirt
Company:
Founded in 2012, Bombay
Shirt Company is India’s original custom-made menswear brand, built around the
idea that great fit makes all the difference. With a focus on thoughtful
design, quality fabrics, and a personalised experience, BSC offers a complete
wardrobe for the modern man, combining custom clothing with ready-to-wear
essentials.
Press
Contact(s) for
Bombay
Shirt Company
Sqube Brand Relations:
Shakeel Sutarwala — shakeel@squbepr.com
/ +91.98671.50688
Samantha Furtado — samantha@squbepr.com
/ +91.98190.66041
