The archive · PR & Stunts · Marketing decision · 2024
Tata.ev turns Ellyse Perry's shattered car window into a 'Perry Powerful Punch' award
When Ellyse Perry's six smashed a Tata Punch.ev display window, Tata.ev and FCB Kinnect made a trophy from the glass and named it Perry Powerful Punch.
Tata.ev (Tata Motors)
What it had to solve
Tata.ev displayed a Punch.ev car beside the boundary during the Women's Premier League as the Player of the Series prize. On 4 March 2024, Ellyse Perry smashed a six that broke the car's window — an accident on live television that could have been an embarrassment for the sponsor.
How it works
During the Women's Premier League in March 2024, Tata.ev displayed a Punch.ev car at the boundary as the Player of the Series prize. On 4 March, Ellyse Perry hit a blistering 58 off 37 balls for Royal Challengers Bangalore, and one towering six smashed the window of the display car — an accident broadcast live to millions that could have left the sponsor scrambling.
Tata.ev and agency FCB Kinnect chose the opposite reaction. Within about a week they took the shattered glass and made it into a framed trophy, captioned 'PerryPowerfulPunch', and presented it to Perry. The joke carried a message: Perry had broken the car's glass and, symbolically, the glass ceiling in women's cricket, so the damage was reframed as an achievement to celebrate rather than an incident to apologise for.
The response became a campaign of its own. The story reached more than 18.22 million people organically and generated about INR 2.3 million in media coverage value, and it rode the tournament's momentum as the WPL final drew a record global audience for a women's sporting event. The work was entered for the PR Lions at Cannes 2024 as a case study in turning an unplanned moment into brand storytelling.
Why it lands
- Making the trophy from the actual broken glass made the response authentic, not staged.
- Naming it 'Perry Powerful Punch' let the brand celebrate the athlete instead of defending itself.
- The glass-ceiling pun gave a sports mishap a meaning that extended beyond the match.
- A fast seven-day turnaround kept the moment alive while the tournament was still in the news.
What it did
The gesture reached more than 18.22 million people organically and generated roughly INR 2.3 million in media coverage value, turning a live-television accident into a brand moment. It also fed the wider momentum around the tournament — the WPL final became the most attended women's sporting event globally — and the work was entered for the PR Lions at Cannes 2024.
What you can take
When an accident happens in public, own it fast: turning the mishap into the creative — broken glass becomes the trophy — converts a sponsorship risk into earned media.
Since then
The 'Perry Powerful Punch' award became one of the most-shared sponsor reactions of the 2024 WPL season and a standard example of real-time brand storytelling in Indian cricket marketing. Tata.ev reused the playbook of celebrating players who literally break things — the glass in this case standing for the barriers women athletes keep breaking — and the episode is remembered as the moment an on-field accident became an award.
Sources
- India at Cannes: FCB Kinnect's entries
- Ellyse Perry Receives Heartwarming Gift From TATA: Framed Broken Glass Trophy
- Shattering Shot Gets Unique Award In WPL!
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