Just a few years ago, India’s chess was seen as just a niche pursuit that was scarcely spoken of or even noticed by the mainstream. It was the time when matches, barely noticeable outside clubs and small community halls, were played delicately and silently. The international tournaments barely made it beyond the loyal followers’ circle, who only attended or followed by reading. More often than not, chess was seen as a ‘few Prodigies’ rather than a sport with the potential to captivate the entire country.
Clearly, those scenes are totally different today. India is now not merely the source of next-generation grandmasters but also the place where chess gets deeply rooted and a culture is built around the game. As of December 2024, there are 85 Grandmasters in the country, with 13 players holding the top 100 Global Rankings. The current top 5 Indian grandmasters leading this charge are D. Gukesh, R. Praggnanandhaa, Vidit Gujrathi, Arjun Erigaisi, and Pentala Harikrishna, each bringing their own style and strength to the board.
Several chess streaming sessions draw viewers in the hundreds of thousands, and chess teens are conversing online about different tactics, and brands have been racing one another to get on the sponsor’s list by offering huge amounts of money. The reason for such a revival was not only the emergence of a talented group of players but also the execution of a well-planned marketing strategy that made chess a spectator’s delight and also a community occasion.
The Digital-First Chess Approach
The chess boom in India didn’t happen by accident. It was carefully orchestrated by a network of content creators, platforms, and organisations that understood something traditional chess promotion had missed: you need to meet people where they are, not where you think they should be.
Sagar Shah founded ChessBase India, which has since become the flagship of this digital revolution. Instead of sticking to the old narrative of it being a boring and elitist intellectual game, they opened the door for more people to enjoy and share the game. Shah gained insight from comedian and chess influencer Samay Raina about “how to popularise chess and how to make it accessible to the masses”, implementing not only tailored music but also the entire viral content strategy.
The approach was refreshingly human. When Gukesh was competing for the world championship, ChessBase India created “Go Go Guki Go,” a promotional song for the World Championship. This wasn’t corporate marketing—it was community building through creativity.
The Streaming Revolution
Traditionally, chess coverage was of such a nature that it was technical, had a dry tone, and was often boring to most people. The new wave of Indian chess promotion changed everything. The live streaming turned out to be the main vehicle for expansion, making chess a spectator sport that was previously silent and brainy, but now fascinating.
ChessBase India and Chess24 India live-streamed the World Championship match between Ding and Gukesh, presenting it not just as a game but also as entertainment. The commentary was not only about the moves and different variations but also about storytelling, character, and making viewers feel like they are part of something bigger.
Samay Raina, a comedian who became an unlikely chess ambassador, exemplified this approach. One of his programs, called “Comedians on Board”, was the event that brought the worlds of chess and entertainment together. This became the creation of content that was both genuinely funny and accessible to non-chess audiences. This appeal was crucial because it showed that chess could reach a wider audience and join the entertainment industry instead of staying separate.
Corporate Backing with Purpose
Indian chess’s marketing success also relied on corporate partnerships that went beyond traditional sponsorships. WestBridge Capital mainly sponsored Gukesh, signalling a new approach to sports investment focused on long-term talent development rather than short-term visibility.
Such a method turned the company into a positive cycle. The corporate sponsors were not merely buying space on the products or services; rather, they were putting their money into a system that could offer them steady outcomes. With 33,000 rated chess players in India, sponsors can confidently invest in chess infrastructure, knowing it will deliver strong returns.
Moreover, the corporate plays also gave the game of chess a standing amongst the youngsters of India as a potential profession. As corporations began sponsoring players and tournaments, parents gradually accepted professional chess as a viable career.
Building Chess Heroes and Narratives
One of the smartest aspects of the Indian chess marketing strategy was the focus on creating compelling narratives around individual players. Rather than promoting chess as an abstract game, the marketing focused on human stories that audiences could connect with emotionally.
Gukesh’s journey became a perfect case study. Becoming the third youngest Grandmaster at age 12 years, 7 months, and 17 days provided an early narrative hook. But the marketing didn’t just rely on his talent—it built anticipation and investment in his development over time.
ChessBase India followed Gukesh’s career “from the very beginning,” creating an almost three-hour interview after his World Championship victory that felt like the culmination of a long-running story rather than just coverage of a single event.
This approach created emotional investment. Fans weren’t just watching chess games; they were following journeys, rooting for underdogs, and celebrating achievements they felt personally connected to.
The Community-First Strategy
The community-building focus was probably the most distinguishing feature of the Indian chess marketing strategy. ChessBase India kept “a player-first approach for everything,” which meant that they were taking care of the whole chess ecosystem instead of just “hyping” the individual stars.
That implied producing content for players of all levels, from absolute beginners to grandmasters. It meant going hand in hand with local events while also following international championships. It implied giving chess a community feeling instead of making a game for the few.
The community model also influenced the usage of social media and other digital platforms. The chess content was becoming social, shareable, and more interactive. Viewers were not just consumers of the content—they were members of the larger community of fans.
Looking Forward: The Future of Chess in India
The success of the Indian chess promotional campaign provides valuable insights that go beyond the 64 squares. It demonstrates that the use of authentic digital-first strategies, the building of communities, and the establishment of clever partnerships are the key to the revival of traditional sports and games.
As one chess expert put it, “We are still a small number. Take it to the public.” The marketing tactics that have brought about a chess revival do not represent an end; on the contrary, they are only a start. The base for growth is ready, relying on digital innovation, engaging storytelling, and authentic community participation.
The rapid uptake of chess in India was not simply a matter of having skilled players—there are many countries with strong players. Rather, it was about having the marketing savvy to make that talent the centre of a cultural phenomenon. This is a game plan that any sport, game, or cultural movement can take lessons from.
The facts speak for themselves: more than 30,000 rated players actively participating in officially sanctioned tournaments nationwide, and a country that has been in the spotlight as a result of the rise of Indian chess to the global stage. Nevertheless, there is a marketing strategy behind those figures that recognises the essence of audience building in the digital era – honesty, community, and fun are not optional extras but the base of everything else.
