a competitive analysis of the IPL Team Mumbai Indians and a research on their successful social media campaigns.

1. Mumbai Indians
DUNIYA HIL A DENGE HUM...

2. Players
•Disha Shah
•Yash Anam
•Karishma Eshore

3. Introduction
• Mumbai Indians capped off a record breaking win in IPL 2017
both on and off the pitch. Apart from the success on the field,
Mumbai Indians topped the table and broke records on the
digital front.
• They attracted over 83 million engagements across Facebook
(50 million), Instagram (29 million) and Twitter (3.95 million) –
topping the charts across all IPL teams this season.
• Mumbai Indians won the IPL three times so far along with
Chennai Super Kings, who also won the IPL three times.

4. SOCIAL MEDIA
• Mumbai Indians’ social media presence is very strong.
• They are very active in all social platforms, facebook, Instagram
and twitter.
• They keep interacting with their fans, on and off IPL seasons.
• Now that Snapchat has announced a partnership with IPL
cricket teams, Mumbai Indians, Delhi Daredevils, Rajasthan
Royals, Royal Challengers Bangalore. They can now post official
stories on snapchat too.
• Which helps them cover even more social platform.

5. SEO and SEM
• No IPL teams, individually, has any SEO or SEM activity.
• Those are covered by the main IPL team itself. All together.

6. MOBILE MARKETING
• Mumbai Indians launched a new
app which features their all new
campaign that is #MIEmoji.
• The theme to go with it,
“GameOn.EmotionsOn”.
• The application offers a lot of
options like in-depth information,
stats, live updates, buying tickets,
buying exclusive merchandises,
etc.
• Their application is more
information based compared to
other teams.

7. Campaigns.

8. #MIEmojis
• Mumbai Indians’ latest campaign by Lowe
Lintas Mumbai seems to have cracked the
winning approach with their digital-first
campaign even as IPL warms up in 2018.
• Their campaign theme for the season
is Game On. Emotions On.
• They used ‘social-media-speak’ that’s best
understood by their peers with phrases like
BRB, OMG, LOL, and colourful emojis for
every mood.
• Lintas Mumbai team has extended the
campaign in the offline world with Out of
Home, Merchandising and all touch points
using the Mumbai Indians’ emojis theme to
provide a complete experience.

10. #MIBlueSanta
• #MIBlueSanta was an offline-online campaign in
2015.
• A santa dressed in Blue cruising through the city,
covering every landmarks that form the foundation
of Mumbai’s cricket history: Shivaji park, Azad
Maidan and Dadkar Maidan, to name a few.
• He quizzed fans and reciprocated with goodies.
• And sending Santa’s location updates on Snapchat
every 5mins.
• Making it very first largescale online/offline Snapchat
campaign.
• Simultaneously, Twitter was full of quizzes and
goodies.
• The campaign was well supported with exciting
creative on the platform.

11. Education and Sports for All (ESA)
• Mumbai Indians has been supporting under-
privileged students through Education For All
(EFA) since 2010.
• They used Digital Vans to reach maximum
number of students.
• EFA evolved to ESA, key initiatives of Reliance
Foundation.
• Combining its focus areas of education and
sports.
• Impacting lives of over 13million children.
• The ESA initiative seeks to provide holistic
development through focus on education &
sports and to enhance the quality of the
sporting ecosystem by providing facilities,
training, infrastructure, and equipment across
multiple sporting properties through the year.

12. ESA

13. Competitors.

14. Mumbai Indians
v/s
Chennai Super Kings
v/s
Kolkata Knight Riders

15. 12 M
13 M
16M
FACEBOOK

16. TWITTER
4.9 M
4.4 M
4.1 M

17. INSTAGRAM
1.8 M
716K

18. APPLICATION
1 M
500
thousand1 M

19. CAMPAIGN :
Chennai Super Kings

20. CAMPAIGN :
Kolkata Knight Riders

23. SUGGESTIONS:
• ESA can be connected with their official app offering exciting
offers and along with buyers can donate how much ever they
want and win coupons JIO recharges and can redeem with any
reliance services.
• Mobile marketing for ESA.
• To increase their application popularity they can add games.

24. THANK YOU!