Mumbai Indians launch innovative campaign to attract fans

Updated: Apr 02, 2013, 17:58 PM IST

New Delhi: In their bid to connect with their huge global fan base, IPL franchise Mumbai Indians today launched a three-tier campaign on digital platform which will run through the entire duration of the cash-rich league.

The first part of the campaign "Akkha Mumbai Khelega" has been designed to catch the essence of the `Maximum City` and their passionate loyalty towards one of the most popular franchise of the IPL.

The campaign started today on MI`s official facebook page and twitter handle `MIPaltan` where the spirit of Mumbaikars will be depicted.

The second phase is the extension of the fan song, having short videos on the concept of `Hul` -- a typical Mumbai`s characteristic of challenging the opposition, where all of Mumbai gets to give `Hul` to their opponents.

`Hul` videos feature the variety this city offers and the fans across generation will easily be able to connect with the attitude of a proud Mumbaikar shown in the short films.

But the franchise has saved the best for the last as they have a final campaign `Apun Ka Rumaal & Apun Ka Cheer`, the third phase of the campaign involving the signature Mumbai Indians moves for fans.

These rumaals, part of the team merchandising, exhibits the players in a typical Mumbai style statement and allows the fans to emulate the style while cheering the team.