MAM
IPL 2022: Mumbai Indians launches new anthem ‘Dil Khol Ke’
Mumbai: IPL franchise Mumbai Indians (MI) has launched its team anthem titled “MI MI Bol Ke, Khelenge Dil Kholke.” The anthem comes as an addition to its ongoing campaign ‘Khelenge Dil Khol Ke’ which is conceptualised by Ogilvy.
While the last film was for aspiring cricketers, the latest one is for the fans, MI said. “The anthem is a reflection of the young and gen-Z fans, who have continued to support and push us forward, every time we take to the field,” said a Mumbai Indian spokesperson.
The video features the entire playing squad of MI including Rohit Sharma, Jasprit Bumrah, Kieron Pollard, Surya Kumar Yadav, Ishan Kishan, and others.
The anthem brings a perfect combination of emotion and winning spirit while celebrating the idea of playing cricket on the streets of India. The video represents the passion for playing cricket and how the journey takes the players through a rollercoaster of emotions.
With this newly launched energetic anthem video, MI aims to connect with GenZ, vibing over the idea of playing the game of life with all your heart, imagining the impossible and making it a reality, to never lose faith and give their best at everything they do.
Ogilvy managing director Anurag Agnihotri feels that IPL is cricketainment. “It’s cricket with huge doses of entertainment mixed in,” he explained.
Speaking of the campaign, he said, “While we addressed the fulfillment of dreams of young aspiring cricketers in the last campaign, we wanted to have some fun this time around. The last film was for aspiring cricketers. This one, though, is for the fans. It’s an all-out visual spectacle with a sing-along aspect. It’s a chant for fans to express their love. We owed them something for their love. This is our way of giving them something they can truly own.”
Sharing the idea behind this vibrant anthem, a Mumbai Indian spokesperson said, “Mumbai Indians have always played with passion – Straight from the heart, driven by the motto – never give up.”
“Also, one of our main pillars is the fans that we have across the globe. Our style of cricket, brand values, and everything that we do resonates with their values, beliefs and inspires them, which is reflected in the growth of the MI Paltan army over the years,” the spokesperson added.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
