Mumbai Indians: Social IPL team
Brand owner: Reliance Industries Limited
Agency: Ogilvy & Mather
Brand: Mumbai Indians
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 million fans. But fans felt distant from the team, reflected in the engagement scores on the page which dropped significantly. The fans still loved the team but was increasingly unsure if the team cared for them at all.