Brands make their move as D Gukesh beats Magnus Carlsen

After D Gukesh’s landmark win over five-time world champion Magnus Carlsen at ongoing Norway Chess 2025, brands are moving swiftly to tap into India’s newest World Chess Champion.

Britannia has also partnered with the prodigy, signaling a broader shift in how brands are beginning to see value in non-cricketing talent. Britannia’s campaign, titled Milk Bikis Smart Moves, is pegged on Gukesh’s cerebral appeal. 

His recent Instagram reel clocked over 510.3K views with an engagement rate of 7.28%. According to influencer data platform Qoruz, 61.54% of his followers are male, primarily in the 25–34 age group—a prime demographic for many consumer-facing categories. 

He has already collaborated with brands like Cadbury, Amul, and Sony TV’s Kaun Banega Crorepati, showing early signs of versatility across beauty, FMCG, and entertainment-led campaigns.

Swiggy also rode on the trend and posted a reel celebrating the win.

View this post on Instagram

A post shared by Instamart (@instamart)

Whereas, the Britannia digital-first initiative invites young users to play chess puzzles via QR codes on Milk Bikis packs, with rewards including cashback, CircleChess subscriptions, and a chance to play a match with Gukesh or watch him live in Europe. Supporting the launch is a fully AI-generated film featuring a digital version of Gukesh—a creative execution developed by Hogarth India that pushes the envelope for AI storytelling in Indian advertising.

Gukesh Dommaraju, as a sportsman, said about doing an ad, “Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With this campaign, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”

Siddharth Gupta - General Manager, Marketing, Britannia said, “The brand has been an integral part of Tamil Nadu for decades, deeply woven into the cultural fabric of the state, with generations growing up with it. This partnership brings together the spirit of play and the power of strategy, inspiring young minds across India to think smarter, move sharper, and develop their brainpower. At a young age, Gukesh has made India immensely proud by becoming the World Chess Champion.”

“This film redefines what’s possible with generative AI in advertising,” said Meherzad Contractor, Head of Studios, Hogarth India. “To bring a world champion like Gukesh to life entirely through AI with consistency and realism is a creative milestone.”

In January he also won the World Chess Championship and fashion platform Myntra FWD teamed up with him for a campaign that aimed to bridge the gap between chess and Gen Z fashion. The campaign also featured legendary grandmaster Viswanathan Anand, blending youthful energy with timeless excellence.

The campaign quickly gained momentum, clocking over 38 million organic views and more than 2 lakh shares. 

Speaking to exchange4media, Sunder Balasubramanian, CMO, Myntra, said, “Our aim was to drive non-linear awareness through innovative storytelling. Gukesh was the perfect partner to tap into Gen Z subculture and make chess feel fresh and fashionable.” The campaign gave Gukesh a style makeover that stayed true to his personality while resonating with young audiences. A fun face-off between Gukesh and Anand highlighted the cross-generational charm of both fashion and chess.

“We’re proud to be one of the first brands to collaborate with Gukesh at a time when he's emerging as a powerful voice of Gen Z,” added Balasubramanian. Interestingly, Google searches for 'Skibidi' doubled during the campaign, showing its cultural impact and how it brought chess deeper into the Gen Z mainstream.

Aditya Gurwara, Co-Founder and Head of Brand Alliances at Qoruz, noticed, “What’s heartening is that entertainment and news pages have given him the kind of spotlight that athletes like him didn’t get in the past. That visibility, especially post his historic win, opens up real brand possibilities. He’s already starred in a brand ad, and that’s just the beginning.”

“What makes him special is his authenticity, he’s not trying to be an entertainer; he’s simply being himself. And that itself is winning hearts. His image is clean, focused, and aspirational and that creates room for brands to associate with intelligence, calm, and trust. From FMCG to tech to even auto, there are smart ways to build narratives around intellect and performance. Gukesh is walking into a rare space where credibility meets scale. Brands that get that early will benefit the most,” he explained.