Holding MI's fandom together during a crisis season

IPL 2024 was one of the most turbulent seasons in Mumbai Indians’ history, with fractured fan sentiment and constant public scrutiny.

I was part of the core team shaping the franchise’s 360° marketing response across the season, spanning campaign strategy, risk mitigation, PR and player management, digital storytelling, on-ground activations, community and creator collaborations, and merchandise amplification.

The focus was consistency and trust. Aligning messaging across touchpoints, responding to real-time narratives, and keeping the fan ecosystem active through a volatile season.