Mumbai: Mumbai Indians, one of the most celebrated teams in the Indian T20 League, has launched its latest campaign, ‘Game Ho Ya Life, #WePlayLikeMumbai’, paying homage to the unstoppable spirit of Mumbai and its people. Conceptualized by Lowe Lintas, this digital-first campaign captures the essence of Mumbai’s hustle, resilience, and unbreakable energy—values that define both the city and its beloved cricket team.
Whether on the streets or the cricket field, Mumbai doesn’t just play—it plays with heart, determination, and fearlessness. From the Bhai’s and Bantai’s to the Dada’s, Bosses, and Bhidu’s, the campaign mirrors the unique character of the city, celebrating the everyday champions who define its vibrant spirit.
To bring this to life, the campaign enlists an electrifying mix of influencers, artists, and cultural icons, including:
- Jackie Shroff, Bollywood’s evergreen Bhidu,
- Upendra Limaye, the Marathi cinema powerhouse,
- Viraj Ghelani, Mumbai’s internet sensation,
- Rap stars Srishti Tawde and Kaam Bhaari, bringing raw energy to the campaign.
Through snackable content, reels, influencer collaborations, and interactive formats, the campaign is designed to ignite digital conversations across social media and streaming platforms.
Varun Anchan & Prathamesh Gharat, Executive Creative Directors, Lowe Lintas, highlighted the deep connection between Mumbai and its people: “With this campaign, we built a movement that pulses with the very soul of Mumbai. ‘Play Like Mumbai’ is more than just cricket; it’s the way this city hustles, thrives, and owns every moment, whether on the field or in the streets. It’s a reflection of the people, the attitude, and the undeniable Mumbai spirit. By tapping into pop culture, rap, and an internet-first storytelling approach, we ensured that this campaign isn’t just consumed—it’s lived, shared, and felt by every Mumbaikar. The game extends far beyond the stadium; it’s in the conversations, the culture, and the chaos of this city. This isn’t just cricket. This is Mumbai. And every Mumbaikar is about to feel it.”
Subramanyeswar S, Group CEO – India & CSO-APAC, MullenLowe Global, emphasized how the campaign reflects Mumbai’s ethos: “Born out of our deep and proprietary cultural study ‘State of States,’ the idea ‘Play Like Mumbai’ is a mental image of an ideal state or calling for Mumbai Indians. It provides meaning and recognition for all Mumbaikars who live and work in the maximum city. It relates to why Mumbai Indians play the way they do rather than what must be achieved by the play. As a consequence, it is beyond measure. And the fans of Mumbai Indians buy more than a game. They experience and relish the spirit and aura of association.”
The #WePlayLikeMumbai campaign is now live, creating waves both online and offline, setting the tone for Mumbai Indians’ high-energy season ahead.
Jackie:
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Hardik:
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Rohit:
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Bumrah:
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Soorya:
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Tilak:
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Credits:
Client: Mumbai Indians
Agency: Lowe Lintas
Creative: Prateek Bharadwaj, Varun Anchan, Prathmesh Gharat, Rahul Dcuz Saurav Arya, Alekh Kudtarkar, Vedangi Kalzunkar, Kushal Wakkar, Abhay Desle, Abhishek Gudekar, Nitin Hegiste, Santosh Kalgutkar, Rishi Patel
Account Management: Anaheeta Goenka, Jay Ladhani, Arpita Chakraborty, Sam Manuel, Shriya Singh
Production House: Studio Fry
Director: Devang Singh Thukral
Producer: Rasika Pote
