Mumbai Indians Partners with Studio TBH to Create Instagram, Marketing & Advertising News, ET BrandEquity Reels

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Mumbai Indians appoint Studio TBH to create Instagram Reels.

With the current Indian Premier League season underway, all the IPL teams are trying to connect with the audience as best they can. In this regard, Mumbai Indians has teamed up with Viral Fission’s Mumbai-based content house, Studio TBH, to help it create relevant content to better connect with GenZ audiences.

Mumbai Indians is creating pre-season buzz with short videos featuring in-house talent from Studio TBH, from ‘Dil Chahta Hai’ musical parodies to alternate endings of Bollywood movies if IPL was enabled.

Videos are produced, shot and edited by the TBH studio team in real time during the IPL season, following the current match schedule.

Shreya Nair, Creative Director of Studio TBH, said, “We are delighted to be partnering with the Indians of Mumbai. With Mumbai as our home ground, there was an instant and fun connection that became part of our creative process, setting the stage for us to build a range of content, which we look forward to.

As part of this partnership, the creative agency will be responsible for coming up with the campaign idea for the final IPL season. They will also be responsible for brand film, on-field and digital activations and even KKR’s internal brand and team manifesto. According to KKR’s Binda Dey, “Our new campaign for this game season, designed by the team at Mullen Lintas, aims to capture the frenzy and love that our fans have always shown us unconditionally”…

Alcobev, the gaming and fintech brands have secured sponsorships either from broadcast rights holder Disney Star TV’s television and streaming platform or from individual teams. The IPL Royal Challengers Bangalore team is owned by United Spirits, which sells whiskey under the Royal Challenge brand and is a leading advertiser with brand extensions…

As part of the partnership between Punjab Kings and Hindware Italian Collection, the swimwear brand’s logo will be seen on the team’s helmet and cap. According to Charu Malhotra Bhatia of Brilloca, “The upcoming IPL season provides a great opportunity to connect with fans and customers, especially to create an encore with our new brand logo for Hindware Italian Collection.” …


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