MUMBAI INDIANS has launched its campaign ‘Fans Nahi. Fam.’ for the IPL 2026 season, focusing on its relationship with supporters.
The campaign positions fans as part of a closer, shared identity with the team, moving away from traditional notions of fandom.
As part of the campaign, a series of films place players in everyday settings alongside fans, depicting interactions in homes and daily routines. The films aim to reflect the emotional connection between the team and its supporters.
The campaign extends into on-ground and marketing initiatives, including ticket pricing starting at Rs 499 and city-wide activations such as dugout-style bus stops.
Mumbai Indians also introduced The MIX, a fan-focused event combining cricket, music, fashion and interactive experiences, designed to engage supporters beyond match days.
A spokesperson for Mumbai Indians said: “Mumbai Indians doesn’t just represent this city; it belongs to it. As we approach 2 decades, we wanted to celebrate and acknowledge the raw, honest, and often emotional relationship we share with our fans/ paltan. This season is a tribute to the family that stays loud when we win and stands by us when we’re silent. They aren’t just fans. They are Fam.”
