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IPL 2013: Mumbai Indians launch ‘Akkha Mumbai Khelega’ campaign

IPL 2013: Mumbai Indians launch 'Akkha Mumbai Khelega' campaign

The campaign has been designed to catch the essence of the ‘Maximum City’ and their passionate loyalty towards Mumbai © AFP

New Delhi: Apr 2, 2013

In a bid to connect with their huge global fan base, IPL franchise Mumbai Indians today launched a three-tier campaign on a digital platform which will run through the entire duration of the cash-rich league.

The first part of the campaign “Akkha Mumbai Khelega” has been designed to catch the essence of the ‘Maximum City’ and their passionate loyalty towards one of the most popular franchise of the IPL.

The campaign started today on MI’s official Facebook page and Twitter handle ‘MIPaltan’ where the spirit of Mumbaikars will be depicted.

The second phase is the extension of the fan song, having short videos on the concept of ‘Hul’ — a typical Mumbai’s characteristic of challenging the opposition, where all of Mumbai gets to give ‘Hul’ to their opponents.

‘Hul’ videos feature the variety this city offers and the fans across generation will easily be able to connect with the attitude of a proud Mumbaikar shown in the short films.

But the franchise has saved the best for the last as they have a final campaign ‘Apun Ka Rumaal & Apun Ka Cheer’, the third phase of the campaign involving the signature Mumbai Indians moves for fans.

These rumaals, part of the team merchandising, exhibits the players in a typical Mumbai style statement and allows the fans to emulate the style while cheering the team.

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