~ The digital-first campaign stars a mix of artists and influencers like Jackie Shroff, Upendra Limai, Srishti Tawde, Sambhata & Kaam Bhaari
Mumbai, 22nd March 2025: Mumbai has always had its own rhythm— from Yeh Hai Bombay Meri Jaan to Mumbhai to Bambai Nagariya, the city’s spirit has been sung, celebrated, and reimagined. Now, as Mumbai Indians gears up for the 2025 IPL season, Lowe Lintas is proud to bring that same relentless energy to the game with the team’s first big digital-first campaign— Play Like Mumbai.
This year, Mumbai Indians went beyond the boundaries of the cricket field to celebrate something bigger—the unwavering passion of every Mumbaikar who stands by the team. The 2025 campaign, ‘Game Ho Ya Life, #WePlayLikeMumbai’, is a tribute to the spirit of the city and the people who make it truly one of a kind.
From the Bhai’s and Bantai’s to the Dada’s, Bosses, and Bhidu’s, Mumbai thrives on the energy of its people—each bringing their own flair, resilience, and relentless drive. This undying spirit is not just reflected in the city but in the Mumbai Indians team itself. Whether it’s on the cricket field or in everyday life, Mumbai doesn’t just play—it plays with heart, determination, and the fearless attitude that sets it apart.
Through this campaign, Mumbai Indians, in collaboration with Lowe Lintas, connect with fans on a deeper level, embodying the same grit and passion that fuels every corner of the city. Because in Mumbai, whether it’s game ho ya life—we always play like Mumbai.
Unlike traditional TVCs of the past, Play Like Mumbai was created to meet fans where they live, breathe, and celebrate cricket—on their digital screens. With a mix of snackable content, reels, influencer collaborations, and interactive formats, the campaign is built to thrive across social media, streaming platforms, and digital communities. This approach allows us to engage the new-gen audience in real-time, making them an active part of the MI journey rather than just passive viewers.
Echoing every-Mumbaikar’s excitement, Varun Anchan & Prathamesh Gharat, Executive Creative Directors, Lowe Lintas said “With this campaign, we didn’t just craft another season’s narrative—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 memes, 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.”
To bring this to life, Lowe Lintas rallied an electrifying mix of artists and influencers, from the ever-iconic Jackie Shroff to rap sensations Srishti Tawde and Kaam Bhaari, including many more. Each of them mirrors the fearless, never-back-down attitude of MI’s players, inspiring fans to embody the same energy.
Commenting on the campaign’s digital-first approach, Subramanyeswar S, Group CEO & CSO-APAC, MullenLowe Global said “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 who provide 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 campaign is now live on both, online and offline platforms.