Amazon Prime Video extended its offerings into sports by streaming live cricket matches starting January 1, 2022. The campaign – #NewBigINNINGS kickstarted with an album of APV characters with cricketing gear followed by a teaser featuring Manoj Bajpayee as Srikant Tiwari from The Family Man creating intrigue by announcing #NewBigINNINGS on Prime Video on the New Year. Live Cricket on Prime was announced with a video featuring Manoj Bajpayee with New Zealand cricketer Kane Williamson.