Sports
Mumbai Indians turns fans into fam with new campaign
New push reframes supporters as family, blending storytelling with on-ground action
MUMBAI:Â 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
Zee to broadcast ILT20 Season 5 from November 22
34 match Gulf league runs till 20 December, streamed on Zee5.
MUMBAI: Cricket is packing its bags for a winter getaway and this time, the desert’s calling the shots. Zee Entertainment Enterprises Limited has locked in the live broadcast of Season 5 of the DP World International League T20, setting the stage for a month-long cricket spectacle from November 22 to December 20, 2026. The six-team tournament will feature 34 matches, culminating in the final at the Dubai International Stadium. The league, already positioned as the second-most watched T20 competition globally, continues its December window shift, a move introduced in Season 4 after its earlier January-February scheduling.
That shift appears to have paid off. Season 4 drew 397 million unique viewers across television and OTT platforms, marking a 7.49 per cent increase over Season 3. The final, held on January 4, 2026, played out to a packed stadium as the Desert Vipers clinched their maiden title with a 46-run win over the MI Emirates.
Zee will air the matches across its linear television network and stream them on Zee5, while also exploring distribution via its upcoming dedicated sports channels. The broadcaster is clearly betting big on cricket to deepen engagement and expand its sports footprint.
Season 4’s on-field fireworks were matched by star power. Sam Curran walked away as Player of the Tournament and Best Batter, while Waqar Salamkheil claimed Best Bowler honours, and Muhammad Waseem emerged as the Best UAE Player. The squads also featured global names such as Andre Russell, Kieron Pollard, Moeen Ali and Sunil Narine, reinforcing the league’s international appeal.
Beyond the boundary ropes, the league is also expanding its footprint. Partnerships with the Saudi Arabia Cricket Federation and Kuwait Cricket are expected to feed into development tournaments ahead of Season 5, signalling ambitions that stretch beyond just a broadcast window.
For Zee, the message is clear, as cricket chases newer geographies and audiences, the broadcaster is determined not just to air the game but to own a bigger slice of its growing global narrative.
