Sports
Mumbai Indians turns fans into fam with new campaign
New push reframes supporters as family, blending storytelling with on-ground action
MUMBAI: Mumbai Indians has unveiled a new campaign titled Fans Nahi Fam, shifting the spotlight from traditional fandom to something more personal, a sense of belonging that the franchise says has defined its journey over nearly two decades.
Created in partnership with Kinnect, the campaign is positioned as a tribute to the people of Mumbai, acknowledging the deep emotional connection the team shares with its supporters. While the franchise is widely recognised for its success in the Indian Premier League, this latest effort focuses less on silverware and more on sentiment.
At its core, the campaign reframes fans as family, capturing the everyday moments where cricket quietly blends into life. From crowded local trains to living rooms and workday breaks, the idea is simple. Supporting Mumbai Indians is not just about match days, it is woven into daily routines, emotions and conversations.
The multi-format campaign spans films, key visuals, branding and on-ground activations, aiming to bring the team closer to its supporters. This time, instead of fans coming to the stadium, the team steps into their world, positioning itself as an integral part of their lives rather than a distant sporting entity.
Speaking about the campaign, Kinnect chief creative officer Neville Shah said the idea was rooted in authenticity. He noted that while calling fans family is easy, making them feel that way requires consistent, meaningful engagement across touchpoints. According to him, the campaign simply reflects a relationship that has already existed for years.
Echoing this, Kinnect chief executive officer Chandni Shah said partnering with Mumbai Indians carries both pride and responsibility, given the emotional equity the franchise holds among its supporters. She added that the campaign is less about creating a narrative and more about recognising an existing truth.
With Fans Nahi Fam, Mumbai Indians leans into the emotional side of sport, where loyalty goes beyond wins and losses. It is a reminder that for many, cricket is not just a game to watch, but a relationship to live.
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.
