Why is Wimbledon going all-in on India this year?

It's not just a few celebs. The official Wimbledon Instagram has a few A- listers, and a lot of Indian B- and even C-list celebrities. Many of these posts also use Bollywood/South Indian music on insta reels [India-focused posts].

Is this just because of the media rights/broadcasting commitments, or is Wimbledon looking at India as a strategic growth market going forward?