Mumbai Indians: Social IPL team

This case study describes how the Mumbai Indians, a franchise cricket team that plays in the Indian Premier League (IPL), countered falling engagement scores amongst its fans to grow new loyalty.

Mumbai Indians: Social IPL team

OgilvyOne Worldwide Mumbai

Entry Information

Country where program ran: IndiaProgram start date: 03/15/2012Program end date: 03/30/2012Advertiser/Client Name: Reliance Industries LimitedProduct/Service Description:The Mumbai Indians is a franchise cricket team representing the city of Mumbai in the Indian Premier League (IPL). The team is one of the eight founding members of the IPL in 2008. They are one of the main teams in the city, together with clubs like the Mumbai cricket team and football club Mumbai FC. The team is owned by India's biggest conglomerate, Reliance Industries,...

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