Wimbledon's push to win India is strategic and not accidental, Darshana Bhalla, a sports branding expert told the BBC. This, she says, is not just tactical social media engagement, but the creation of a cultural bridge for a vast potential audience currently focused on cricket. Its focus on social media led marketing is also rooted in how people discover events these days, she adds. "Younger audiences often encounter global events through social media before they engage with the event itself. "For JioStar, tennis broadens the engagement calendar, attracts affluent urban audiences and diversifies advertiser categories beyond cricket," says Bhalla.