Mumbai Indians and BookMyShow Live’s BrandLabs have unveiled The MIX, a two day experiential festival aimed at deepening fan engagement beyond the cricket field.
Set for 21 and 22 March 2026 at Jio World Garden, Mumbai, the event will combine cricket, music, immersive installations and exclusive merchandise under one platform. Co produced and promoted by Mumbai Indians and BookMyShow Live, the property is positioned as a new cultural touchpoint for the MI #OneFamily community.
The festival signals Mumbai Indians’ ambition to evolve from a cricket franchise into a broader lifestyle brand, blending sport with youth culture and entertainment.
Headlining the music line up are UK electronic duo CamelPhat, Indian hip hop star Divine and electronic producer Nucleya, alongside Mr. Belt & Wezol and Sanju Rathod. Additional acts include Suggahunny b2b Hamshyre and GauriWho.
View this post on Instagram
A Mumbai Indians Spokesperson said, "The MIX represents the next chapter of MI’s fan engagement journey. Cricket will always be at our core, but today's young fans connect with brands through culture, lifestyle, and experiences first. The MIX allows us to meet them where they are – creating a space where sport, music, and culture collide in authentic and exciting ways."
Owen Roncon, Chief of Business - Branded IPs, BookMyShow, added, "The MIX is a transformative step in how we reimagine fandom in India. At BrandLabs, we’ve set out to not just create IPs but strategically collaborate with brands from allied industries to bring authentic, immersive experiences to fans. Our approach is rooted in a deep understanding of the evolving landscape of culture and lifestyle, ensuring that every experience is not only engaging but also meaningful. Through this, for The MIX, we’re bridging the worlds of cricket and contemporary culture, making sure that fans are not just spectators but active participants in a vibrant, evolving narrative."
BrandLabs, the newly launched creative solutions vertical of BookMyShow Live, is focused on building branded intellectual properties at the intersection of entertainment, technology and commerce.
