Mumbai: Viral Fission's content arm Studio TBH has announced its collaboration with Mumbai Indians. This partnership aims to engage with the gen-z audience through relatable, wholesome, and trendy content on Instagram.

"Mumbai Indians is already known as the most digitally active IPL franchise. With this move, the team is driving engaging reels all across Instagram. From 'Dil Chahta Hai' musical parodies to alternate endings of Bollywood films if IPL was on, the studio has a content lineup to look forward to," said the statement. 

Studio TBH creative director Shreya Nair is very excited about the collaboration as she said, "With Mumbai as our home ground, there was an instant connection and fun that became a part of our creation process, paving the way for us to build a content lineup, which we are looking forward to." 

The videos are produced, shot, and edited by studio TBH’s crew on a real-time basis during the IPL season, by tracking the ongoing match schedule, according to the statement.