MUMBAI INDIANS HAS reportedly handed its creative mandate to Kinnect (earlier known as FCB Kinnect), displacing the Reliance-owned IPL franchise‘s long-standing agency and creative stablemate Lintas.
Storyboard18, a part of Reliance‘s stable of news platforms, first reported on the development, quoting industry sources.
Per Storyboard18, the move hands Kinnect responsibility for launch films and campaign assets for the IPL team. The agency’s appointment builds on its recent work with Mumbai Indians in the Women’s Premier League, where it helped shape the franchise’s communication strategy, a relationship that has now been upscaled to the IPL.
Kinnect’s mandate will span television, digital and social platforms as the IPL season approaches, with the launch campaign expected to set the tone for the franchise’s engagement strategy.
Lintas, which exits the account, had been behind some of Mumbai Indians’ most recognisable campaigns, including the widely recalled “Game Ho Ya Life #WePlayLikeMumbai,” a platform that blended the team’s on-field ethos with the spirit of the city.
Founded in 2011 by Rohan Mehta and Chandni Shah, Kinnect has built a reputation around integrated campaigns, influencer-led storytelling and platform-native content. Its acquisition by FCB in 2023 brought it into a global network with expanded capabilities across data, media and healthcare communications.
The transition also carries an added layer of industry context. Both Kinnect and Lintas were historically part of Interpublic Group (IPG), one of the world’s largest advertising holding companies. Following IPG’s acquisition by rival Omnicom Group, the combined entity has begun consolidating creative networks under the Omnicom Advertising Group umbrella, Storyboard18 further reports.
