Mumbai Indians has rolled out its latest campaign, ‘Fans Nahi Fam’, conceptualised in partnership with Kinnect, repositioning its supporters as family rather than fans.
Spanning films, key visuals, branding and on-ground activations, the campaign shifts the narrative from a team being cheered for to one that belongs to its people. This season, the franchise steps into the everyday lives of its supporters—not as distant icons, but as participants in shared moments—acknowledging the role fans have played in shaping its journey.
Often celebrated as one of the most successful franchises in the IPL, Mumbai Indians’ enduring strength lies beyond titles and trophies, in its deep-rooted connection with the city. For over 18 years, the team has been embedded in daily life—across local trains and living rooms, between office hours, exam stress and long days—fostering a bond that extends beyond conventional fandom.
The campaign builds on this insight, portraying fandom as a relationship marked by emotional investment, one that celebrates, questions, worries and shows up consistently. By spotlighting these behaviours, ‘Fans Nahi Fam’ positions supporters as integral to the franchise’s identity.
Neville Shah, CCO, Kinnect, said, “For me, this was personal. MI isn’t a franchise; it’s a family. It has been for the last 18 years. It’s easy to call fans family, but much harder to make them feel like one, especially at this scale. We didn’t need to invent how family behaves—we see it in how people show up for the team season after season. This time, we simply set out to reflect that across films, activations, print and every medium. It didn’t feel like working on a brand, but for a team we’ve loved for years.”
Chandni Shah, CEO, Kinnect, added, “Mumbai Indians is one of the most iconic franchises in the country, not just for its on-field achievements, but for the love it commands. Partnering with a brand that holds such a place in people’s lives is both a privilege and a responsibility. ‘Fans Nahi Fam’ is a reflection of that truth.”
