Sports
Mumbai Indians rebrands fans as family in new campaign
18-year bond with city celebrated through “Fans Nahi Fam” initiative.
MUMBAI: When a cricket franchise decides its supporters are more than just fans, it stops keeping score and starts keeping family and Mumbai Indians have just made that feeling official. Mumbai Indians has launched its new campaign “Fans Nahi Fam” in creative partnership with Kinnect. The campaign serves as a heartfelt tribute to the people of Mumbai, recognising and reciprocating the unwavering support the franchise has received over the years.
Often celebrated as one of the most successful teams in the IPL, Mumbai Indians’ true strength lies not only in trophies and titles but in the deep, enduring connection it shares with the city. For 18 years, the team has been part of people’s everyday lives in local trains and living rooms, between office calls, exam stress and long days. This, the campaign suggests, is not mere fandom. It is family.
Spanning films, key visuals, branding and on-ground activations, “Fans Nahi Fam” shifts the narrative from a team being cheered for to a team that belongs to its people. While fans have always come to the team, filling stadiums and shaping its story, this year the team steps into their world not as distant icons but as one of them, sharing moments and becoming part of everyday lives.
Kinnect CCO Neville Shah said the project felt deeply personal. “For me, this was personal. MI isn’t a franchise. It’s a family. It’s been this for the last 18 years. And the easiest thing to do is to call our fans family. It’s a lot harder to make them feel like one,” he noted.
Kinnect, CEO Chandni Shah added that partnering with such an iconic franchise was both a privilege and a responsibility.
The campaign aims to make fans truly feel what Mumbai Indians has always called them family.
In a city that never sleeps and a league that never stops, Mumbai Indians has found a way to turn roaring support into something warmer: the quiet, unbreakable bond of family – proving that sometimes the greatest victory isn’t on the pitch, but in the hearts of those who keep showing up.
Sports
IGI partners with Gujarat Titans for IPL 2026
Diamond certification body becomes associate partner of the franchise.
MUMBAI: When cricket needs precision and diamonds demand trust, sometimes the perfect partnership is just a boundary away. The International Gemological Institute (IGI) has teamed up with Gujarat Titans (GT) as an associate partner for the current edition of the Indian T20 League. The collaboration aims to boost consumer awareness, transparency, and responsible decision-making in the jewellery industry by leveraging the massive reach of the popular IPL franchise.
As part of the association, IGI’s logo will appear on the Gujarat Titans uniform throughout the season.
Speaking on the partnership, IGI global CEO Tehmasp Printer drew a clever parallel with the game, “Just as cricket relies on DRS to ensure every decision is accurate and beyond doubt, IGI brings that same standard of independent review to every diamond it certifies. The 4Cs, Cut, Clarity, Carat, and Colour form the foundation of our work, enabling transparency and trust.” He added that Gujarat Titans reflect the same discipline, consistency and pursuit of excellence that define IGI.
Gujarat Titans COO Colonel Arvinder Singh welcomed the tie-up saying, “Gujarat has always been closely linked with craftsmanship, precision and a strong legacy of excellence. This association reflects a shared commitment to trust, integrity and consistency.”
The partnership highlights a meeting of two worlds, one built on sixes and strategic reviews, the other on sparkle and scientific certainty proving that even in the glitz of the IPL, some things are best judged with clarity and precision.
