Conceptualised by Lowe Lintas, the campaign highlights the importance of personal safety when joining friends and family in celebration
Defending Champion Mumbai Indians has released its clubs’ theme campaign for the season, encouraging fans to join them in celebration while ensuring requisite safety precautions. The 13th edition of Dream 11 Indian Premier League will be played closed door in UAE, witnessing the fans joining the cricket carnival from their homes.
The campaign highlights the DNA of Mumbai Indians’ One Family values where fans are an essential part, urging the importance to not compromise on the need of the hour on personal safety protocols while joining their friends and family in celebration.
The theme campaign kicks off featuring how Paltan’s (MI fans) emotions will be undeterred and this season is going to be no different. The decibels will be as high, the celebrations will be the same but responsibly, with a mask, maintaining social distance. The video also showcases the spirit of the One Family, which ceases to succumb to any situation and while the world has been facing a global challenge, the MI Paltan shall rise as One.
Talking about the campaign, Prateek Bhardwaj, CCO Lowe Lintas, said: "For Mumbai Indians, this campaign is a testament to the spirit of its fans. Like a tight knit family, the Mumbai Indians squad and fans will stay connected despite maintaining distance. Despite all the restrictions, we’ll still find ways to celebrate. This campaign reassures our core fans that this IPL will bring as much joy as ever, just as long as we remember to be responsible."
- Prateek Bhardwaj
The title defenders Mumbai Indians started off its campaign on 19th September, against CSK.