The Indian Premier League (IPL) team, Mumbai Indians (MI) have unveiled their season campaign, ‘Mumbai Meri Jaan,’ which honours the ever-vibrant ‘Maximum city’ and its people, ahead of the sixteenth edition of the IPL. Radio, TV, digital, out-of-home, and other touchpoints will all be utilised in the marketing effort.
Mumbai Indians Spokesperson said, “Mumbai is famed for the spirit with which the people of the city lead their lives, which is also embodied by the team of Mumbai Indians, they rise from the toughest situations and never give up. The campaign TVC uses the iconic song ‘Yeh Hai Bombay Meri Jaan’ with contemporized lyrics that weave in the sentiments that fans have for Mumbai Indians. The entire campaign is conceived to celebrate the city, the culture and the people of Mumbai.”
While the season campaign incorporates aspects of Mumbai, MI’s official match jersey for 2023 also portrays the vivacity and ardour that are part of the city’s character. The colours of the Arabian Sea, the Kaali Peeli taxi, the Sea Link, and a skyline that will have tourists gazing for hours were all included by the designer-duo Shantanu-Nikhil. The gold zigzag lines depict the Mumbai city’s dreamers’ route.
The Mumbai-based team’s fan base, known as the MI Paltan, will have the opportunity to support their team once more at their home ground, the Wankhede Stadium, where they have established numerous records and made countless memorable moments throughout the years. Both the players and the supporters are essential to capturing the essence of Mumbai and the franchise. The city’s spirit is embodied by both the players and the supporters.