Mumbai Indians: Social IPL team

This case study describes how Mumbai Indians, the Indian cricket team, used social media to connect with fans and reward loyalty.

Mumbai Indians: Social IPL team

Srikeit Tadepalli

Campaign details

Brand owner: Reliance Industries LimitedAgency: Ogilvy & MatherBrand: Mumbai IndiansCountry: India

Executive summary

Mumbai Indians has become one of the most loved and followed brands in India since the advent of the Indian Premier League. Inextricably linked with India's biggest sporting icon, Sachin Tendulkar, Mumbai Indians has garnered a massive and dedicated fanbase that is passionately in love with all things Mumbai Indians.

This fandom was expressed on social media, with Mumbai Indians being the most followed sports team in India at over 2.4...

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