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Marketing Strategy of Mumbai Indians

A look at Mumbai Indians

In a country where cricket is considered as a religion, a tournament called Indian Premier League was started in the year 2008 with 8 teams. Just before this year, India won the T20 world cup and as a result of which BCCI thought to gamble on this format of the game. The gamble really worked and what we have now is a cash rich league which attracts almost all the big names in the world and also promotes local talent.

One team which is among the hot favourites right from the commencement of this format is Mumbai Indians (MI). Let me remind you that one man who is considered as the God of Cricket was the captain of this team. Referred as the Little Master by the cricket pundits, Sachin Tendulkar was an excellent bet by this team as he himself was a huge brand which eventually attracted a lot of fans. This team is owned by Mrs. Nita Ambani and is the most expensive team in the league. So along with Sachin’s brand, this team had the tag of Reliance associated with it which itself created a lot of hype. The fan following of this team can be seen from the fact that despite being at the fifth position in the last season, it had the highest impressions per match (18.57 million). Let’s dig deeper to find out the marketing strategies of this team which itself is now a brand.

Marketing Strategies

  • Strong Social Media and Mobile Marketing
  • Sponsorships
  • Events and Experiences
  • Advertisements
  • Merchandising
  • Social Initiatives
  • Support Staff

Strong Social Media Marketing

Be it Facebook, Twitter, Instagram or Pinterest, MI has its presence everywhere. They call their follower as MI Paltan which itself connects people with the team. They have around 100 million followers on Facebook, around 1 million followers on Instagram and 2 million followers on Twitter. Right from sharing all the important news related to teams, the information about each and every player is also shared on these platforms, be it their birthdays or remarkable achievements. These mediums also provide a sneak peek into the team’s dressing room scenes, fielding sessions, celebrations which are actually not shown on television.

According to the surveys, their virality scores, popularity scores, engagement scores as well as conversation scores are all on the higher side as compared to other teams. Various social media campaigns such as the one organised in association with Royal Stag which involved quizzes were a huge success among the fans. Other campaigns such as Toss ka Boss were also quite famous. Unlike other teams, it also had its presence on Pinterest where it ran #RetireTheJerseyNo10 campaign after Sachin retired. Talking about Twitter, the language used in the posts is local which helps in a strong brand connect. #AkkhaMumbaiKhelega hashtag is one such step that promotes the team. YouTube is also being extensively used by MI for the exclusive videos of the team. Not only this, it has also launched its app to connect with the fans. This app used to give a holistic view into the team’s journey apart from live scores and other exciting information. Another interesting feature of this app is the MITV, which will show exclusive videos of players on and off the field. So whatever may be the medium, MI has its strong presence everywhere to remain connected with the fans.

Sponsorships

Sponsorships are something which are huge sources of revenues and at the same time great promotional aids. MI has been associated with big companies from the beginning itself.  Some of the biggest sponsors are Videocon D2H and Etihad Airways.  Apart from this the associate sponsors and partners are DHFL, Samsung, Pepsi, Yatra.com, Jet Airways, BookMyShow, Radio City 91.1, Ola and a lot more. Most of these brands are visible on the jersey of the team. These strong brands help MI to maintain its presence among the crowd.

Events and Experience

Radio City 91.1 FM rejoiced ‘Dil se Indian, Mumbai Indians’ in the last season of IPL. During this event, various on air contests were organised and the lucky winners used to win the MI merchandise and match tickets. The catchy slogans and the jingles by the radio attracted a lot of people. The team also had appeared in promotional events of Kingfisher, Hero Moto Corp., Disney, DHFL, etc. Apart from this a series of games were organised at various CCD outlets which gave a boost to the promotions. Winning such games provided the winners to get the match tickets.

Advertisements

Heavy weights of the Bollywood and cricket are involved in the advertisements of MI. The theme song of the team has typical Mumbai background and Hrithik Roshan as its face. The song started with the words ‘Aala re Aala’ which connected it with the masses. Apart from this, various advertisements in collaboration with Videocon D2H and Pepsi also became quite famous among the youth.

Merchandising

Recently MI partnered with Diesel, the pioneer of denims. Together in collaboration they planned to launch limited collection merchandise for the fans. This partnership makes MI unique as it is the first of its kind partnership between a global brand and an IPL team. The merchandise includes t-shirts, polos, jackets, sweatshirts, denims and accessories as well. Whenever there is an IPL match, fans are seen donning the team’s jersey to show their support.

 

Social Initiatives:

Education for All (EFA), an initiative by MI along with the collaboration with the city based NGOs aims at providing education to the underprivileged children. In the last five years, the campaign has already reached out to more than 70000 children Every year there is a match in Mumbai where Mrs. Nita Ambani along with around 20000 children cheer for the team by watching the live match in the stadium. Sachin Tendulkar has also been roped in this initiative. This step not only helps such children also sends a positive view about the team among the masses.

Support Staff:

A factor which differentiated MI from all the teams during all these years is the support staff. Whatever may be the occasion, the commentators never forget to mention about the MI’s thinking tank. Their support staff included the likes of Sachin Tendulkar, Ricky Ponting (now retired), Jonty Rhodes, Anil Kumble (now retired). John Wright, Shane Bond, etc. These players are one of the most favourite cricketers of all time. This has created a lot of hype. Not only this, time and again, Mumbai has been able to buy some really good cricketers such as Sanath Jayasuriya, Andrew Symonds, Mitchell Johnson, Maxwell, Malinga, Bhajji and many more. Their captain, Rohit Sharma, is also one of the factor people support this team. So not only the typical marketing strategies, but the support staff and the players are also responsible for such a huge fan following.

Some Suggestions:

  • Target tier-2 and tier-3 cities for hunting the local talent as India has found some really great raw talent which have outshined everyone on the international level. Jasprit Bumrah is one such example. This will not only help India in future but will also make MI reach to the smaller cities.
  • To increase its popularity, some of the home matches can be shifted to tier-2 and tier-3 cities. This is very much possible and depends on the franchise owner and will increase fan following.
  • To promote itself in the international market, some of the international stars should be associated for advertisements.
  • Events such as one at CCD should be more frequent.

What’s next?!

Only marketing will not help a team to remain the hot favourites. It has to win the tournaments also. MI is the only team which has won both IPL and Champions League twice that too in the last 5 years. To show the support, the entire stadium is painted in blue (jersey colour) which itself attracts people on televisions. This year as well, MI has roped in Mahela Jayawardene as its head coach, thus strengthening its support staff. The brand Sachin will still continue with the team and under the leadership of the Hitman (Rohit as referred fondly), this team seems to win many more titles and maintain its presence among its crazy fans.

69 thoughts on “Marketing Strategy of Mumbai Indians

  1. Very well written. This article covers almost all the marketing strategies and the suggestions are pretty good. No doubt Mumbai Indians is the best in marketing as well as performing. Good work !

  2. The author seems to look like an ardent follower of mumbai indians, and has covered almost all the marketing strategies

    1. Very well written… The author had done a great job.. All the marketing aspects are covered. Great work.. Appreciable

  3. Great article. Very well analysed. The marketing team’s strategies of MI are indeed creative especially social media marketing and the suggestions suggested in the article are pretty good and effective. Good work !

  4. Great work!! The article is insightful about the great marketing strategy followed by Mumbai Indians and how it has actually helped them in gaining popularity.

  5. Nice work.
    Covered almost all aspects of marketing strategy and a very good example of Mumbai Indians team as this team attracts a huge no. Of people from India as well as overseas.

    1. Very well written.. covered every aspect… great combination of words with appropriate examples..very well done

  6. You guys very well observed and analysed strategy of the team. Well, a good strategy is one important ingredient that lead to success and Mumbai Indians lack nowhere. Totally agree

  7. As mumbai indians indian is my fav. Team…..but there is nothing wrong as all are busy in doing there bussiness….

  8. Vital information collected by the writer to explain every useful prospect of marketing strategies .
    Kudos !!

  9. Great initiative by the writer to dig in the aspects of marketing strategies,the article has covered all the significant points.

  10. This article was so good that I need to comment twice ,the writer wrote it so well that it covered each tiny detail of field .

  11. The article seems to be perfect. Never knew that this team does marketing to such a level. Thanks for the information.

  12. Article is really informative and I enjoyed reading it. The author seems a fan of MI and its clearly visible in this article. Great Job!!

  13. What an article! A very exciting piece of content for the mumbai Indian fans. The article has proper detailing. Kudos!!!

  14. Well that’s a great content about mumbai indians’ marketing strategy, also we have seen MI doing promotions by making children to come and watch live match wearing MI’s t-shirts.

  15. Great work…
    Really gudd article and covered almost all aspects of marketing strategy…very well written about team mumbai indians n its really helpul for the fans of this team to know about the unknown facts and figures.

  16. A good analysis of the team Mumbai Indians and their marketing practices. Quite unique and interesting statistics.

  17. Very well substantiated facts and understanding of Mumbai Indians’ market reach. The Ambani impact is ensured by the market penetration.

  18. Very well substantiated facts and understanding of Mumbai Indians’ market reach. The Ambani impact is ensured by the market penetration.

  19. Well, honestly it feel good people are promoting their brands in differt ways . It seems like marketing has become a major platform to run your brand and to promote product with in country .Nice article keep up good work

  20. Mumbai Indians__ Love the name!
    And NOW the team as well..:)
    Thank you for Helping me in learning soo much good about the name I loved…
    the blog consists of all the facts one must know about the team..!

  21. Though I am not a big fan of MI but the content of this article made me read this . It almost covered all the marketing strategies used by the team to maintain it’s brand name … Nice work !! Keep it up ! 🙂

  22. Very well described marketing strategy of MI,have never gone through this type of article bt the content made me do so.Hats off..keep it up ✌

  23. It seems the writer has been following the team from a long time, almost every type of marketing is covered.
    Its covers great information for those want to know about this team.Great work!

  24. Very well written. Being a marketing student, I can relate whats taught in class with this article. Support staff being used foe marketing is something new. Kudos!!

  25. Unlike other teams this team uses social initiatives which gives the promotion a great boost. Suggestions are pretty good. Keep it up!

  26. it’s really amazing the way all the facts are are used in the article to imply the marketing strategies…
    good work!

  27. Nice article contains all the marketing strategies that Mumbai Indians uses and some good unknown information and insight to Mumbai indians .

  28. Article provides detailed insights in the marketing strategies Of Mumbai Indians one of the most active IPL team on Social media

  29. Looking the marketing strategy by any IPL Mumbai is on who has unique and attractive strategies to market Mumbai indians and articles has covered all points

  30. Mumbai Indians marketing of their team is superb and all those points are included in the Articles as well. Good article

  31. Article on marketing of any sports club and covering all the facts that are not usually known to everyone is tough job, superb job guys and all the best

  32. Mumbai Indians my favorite team in IPL and article on mumbai Indians I never miss and found article very good and fruitful..

  33. Great work nice article with good insights of Mumbai Indian’s marketing techniques and how effective they are as compared to other IPL teams

  34. Mumbai Indian one of the most popular Team of IPL and also known for its unique marketing strategies that it follows everytime comes with some new idea and suggestions in the article are excellent

  35. Best IPL team, My fav IPL team, team having sachin ponting kumble and jonty as their mentors. GO Mumbai Indians GO. All the best for the upcoming season. 🙂

  36. Though a number 2 team in Ipl in terms of fan following, Mumbai leaves no stone unturned in its marketing. Great job

  37. Article is elaborately explained covering even the trivial things which are greyed out mostly. It gives a comprehensive overview. Well written and nicely presented.

  38. Article covers all those marketing strategies that mumbai indians use and this shows why they have more fan following than other ipl teams. Very well written

  39. Very well written article on mumbai Indians my fav. team in the ipl and article helps me to know some marketing strategies that i was unaware till now.

  40. Great job guys your article contents all the marketing techniques that mumbai indian uses and some good suggestions, nice article.

  41. Using support staff as marketing strategy is something new. MI indeed have great team as well as the support team. Great work guys..

  42. I hope other teams also get involve in social initiatives like Mumbai Indians does as its a great way to help and at the same time to promote your team. Nice article.

  43. Mumbai Indian a team with maximum follower and this article help me know how they have such a big fan following. Good marketing strategies and great article

  44. Covering all the point about the marketing strategies of any club is not easy and your article cover all those that I know even some more information as well great article.

  45. It has been a wonderful article to read i would recommend you should write this article on the official page of mumbai indian

  46. This is an article worth readin, the only article which has cover up all the aspect of mumbai indian team great work guys

  47. Roping in Jayawardhene was a great step and the way Mumbai indians use their support staff for marketing is something really unique. good work Guys…..

  48. my kids are so much addicted to bheem that i could bargain with them for many things for letting them watch the show. now thats brand equity for me too..

  49. Mumbai Indians has been one of my favourite teams. thank you guys for this amazing analysis, I have got some great insights!

  50. i feel that rather than bheem riding on new channels that time. bheem gave a backing for new regionals to become successful that time. hence i would say it was this synergy that gave success

  51. An article worth reading. Collaborating with Diesel is one step which will work in favour of this team. Their social initiatives are something which is quite unique with Mumbai Indians. Great Job guys…..

  52. Mumbai Indian team that uses one of the best marketing strategies and also they have strength in their supporting staff which also increases their fan followings.

  53. Brands associated with mumbai Indian are one of their strength in their marketing strategies and they have created themselves as one of the biggest brand in IPL

  54. Great article guys contains all the strategies Mumbai Indian follows And some good suggestion to improve the marketing of team

  55. Social initiative that Mumbai Indians uses as one of the marketing strategy not used by any other team in IPL that make Mumbai Indians special team.

  56. Nicely put…MI has definitely become a big brand name amongst all the teams in IPL. U guys have put it in a nice prospective!! Well done!!

  57. Mumbai Indians one of the most popular teams in IPL. Mumbai and RCB are the two teams which uses marketing tools efficiently but mumbai has plus point in its social initiatives that it takes.

  58. Mumbai Indian has some good strategies that i think each and every team should follows and the best one is grassroot recruitment of talents and grooming them for future

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