Conceptualized and executed by Lowe Lintas Mumbai, #CricketMeriJaan is the credo that the Mumbai Indians (MI) team is moving ahead with as it reaches out to its fans. Led largely by Outdoor, Print and Digital, #CricketMeriJaan seeks to make the Mumbai Indians franchise a winning, successful sporting brand beyond just IPL.
The insight behind the campaign was that while in all other cities the people are fans of their respective teams, when it comes to Mumbai, the people are fans of the game first and then the team. Thus, for team MI and its fans—cricket comes first.The approach was to give the brand a deeper philosophy, one that only a team emanating from the city of Mumbai can own, a philosophy that will stoke the pride and passion of a fan and make him/her feel superior to any other fan of any team.
Commenting on the communication objective, a Mumbai Indians spokesperson said, “Cricket MeriJaanis not just a campaign thought developed by Lowe Lintas; it emulates the way of life for the players of Mumbai Indians and the fans of cricket as a sport to swear by. The campaign has brought forth the ‘fan of cricket’ aspect amongst Mumbai Indians players and goes on to resonate with the sentiments of millions of Indians towards the love for the sport.”
Sharing the creative challenge undertaken by the agency, ArunIyer, Chairman and Chief Creative Officer, Lowe Lintas, said, “In India, cricket is religion and Mumbai is considered to be a holy land. We wanted to infuse this city’s ‘love for the game above all else’ into the brand as this would help it forge a deeper bond with its fans, irrespective of which city or country they come from. Given that MI is also known to be the team that displays the most ‘teamwork’ further allowed for it to uniquely own the philosophy of ‘Cricket MeriJaan’. We brought this philosophy to life by capturing the ‘on-field energy of the game’ as these are the visuals that remain embedded in a fan’s heart whenever he or she reminisces about the game.”
The campaign has been rolled out with a big focus on merchandise and ticketing collaterals, which is crucial from a business standpoint. Apart from this, the idea has been launched in a big way via stadium branding (Wankhede), Outdoor, Press ads, Bus shelters, BEST buses, and branding on local trains on Western Railway and Central Railway.
Agency: Lowe Lintas Mumbai
Creative: ArunIyer, Mustafa Rangwala, Goral Ajmera
Account Management: Raj Gupta, ShantanuSapre, Danny Nathani, HimanshuKosambia, Neal Kurian
Planning: S Subramanyeswar