A captaincy change had fractured fan sentiment. The brief was to unify them around something other than the on-field story.
IPL 2024 was one of the most turbulent seasons in Mumbai Indians' history. I was on the core team shaping the franchise's 360° marketing response — owning both strategy and execution. The job was to give fans something steady to hold onto while everything else moved.
We pivoted away from the internal tensions and into the spirit of Mumbai — belonging, resilience, collective support. Mumbai Meri Jaan, revived as the central platform.
The pre-season press conference was the first controlled communication after the leadership change. We used it to set the register for the rest of the season — a positioning moment, not a procedural one.
The season anthem. Built around the city's identity rather than the team's results — so the work didn't depend on the scoreboard.
The campaign extended across OOH, digital content, social, creator partnerships, and on-ground activations. One platform, said the same way across every channel a fan would touch.
A daily behind-the-scenes content IP that ran through the season. Built to be a habit, not a hype cycle — giving fans consistent access to the team between matches.
850M+ YouTube views across the season's video ecosystem. The platform held — and now sits as an anchor the team can keep coming back to, year on year.