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
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
