Mumbai Indians

To engage and attract a younger audience for the Mumbai Indians’ 2018 season.

The Indian Premier League is the biggest sporting event in the country. With 8 teams battling each other non-stop for 51 days, social media is buzzed with IPL conversation. Our ambition was not just to join this chatter—but to own it. During the course of our research, we uncovered an unexpected insight: in a nation of over a billion cricket-obsessed fans, there was only one cricket emoji.

Mumbai Indians Emoji Pack.

A library of over 100 emojis capturing every emotion of the game—built using players, their personalities, and their quirks—launched just in time for the IPL season.

Two months, five graphic artists, and 35 character sketches later, we rolled out 154 emojis and 30 GIFs, each celebrating player traits, nicknames, and iconic moments.

The launch was amplified through digital films and a high-visibility outdoor campaign. The emojis travelled everywhere—onto the team bus, across social feeds, and into real-time match conversations. We created posts, Instagram albums, and stories, while live content ran in parallel with matches.

Players embraced the idea, sharing their favourite emojis—and some even changed their profile pictures to them. Offline, the campaign came alive across 25 engagement touchpoints: emoji tattoos, official merchandise stalls, the team room, live LED screens, over 80,000 vinyl installations, and larger-than-life emoji masks.

The home stadium was completely taken over by emojis.

99 million social media impressions by the end of the season
163,000 app downloads added in 2018 alone
137,000 new unique users
730,000 emoji packs downloaded

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