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.
