Mumbai, often called the “Maximum City,” has always been a place where energy, ambition, and resilience define its people. From the iconic songs like *Yeh Hai Bombay Meri Jaan* to *Mumbhai* and *Bambai Nagariya*, Mumbai’s unique spirit has always been immortalized in pop culture. This vibrant city, with its undying hustle, has also inspired the Mumbai Indians, one of the most popular and successful teams in the Indian Premier League (IPL). As the team gears up for the 2025 season, Mumbai Indians’ new digital-first campaign *Game Ho Ya Life, #WePlayLikeMumbai*, brings to life the relentless energy, determination, and fearless attitude of both the city and its people. The campaign, conceptualized by Lowe Lintas, aims to bring Mumbai’s spirit to the forefront, not just through the sport of cricket but in the way the city thrives every single day.

The campaign focuses on the essence of Mumbai, highlighting the many characters that make the city come alive—Bhai’s, Bantai’s, Dada’s, Bosses, and Bhidu’s. These archetypes, representing the diverse and dynamic nature of Mumbai’s residents, are reflected in the Mumbai Indians’ team. The team doesn’t just play cricket; they play with heart, resilience, and an unwavering drive that mirrors the very spirit of Mumbai. Every moment spent on the field for Mumbai Indians is infused with the same passion that Mumbaikars show in their everyday lives, whether they are navigating the chaotic streets, chasing dreams, or building careers.

To bring this spirit to life, the campaign features a range of influencers and artists who embody the fearless, never-back-down attitude that Mumbai is known for. Some of the notable figures include Viraj Ghelani, Upendra Limaye, and the iconic Jackie Shroff, as well as rap sensations like Srishti Tawde and Kaam Bhaari. These personalities, each with their unique flair, represent different facets of Mumbai’s culture, making them the perfect fit to reflect the campaign’s essence. Their involvement in the campaign is not just about showcasing Mumbai’s vibrancy but also inspiring fans to adopt the same fearlessness and energy that the Mumbai Indians display on the cricket field.

The digital-first approach is a key highlight of this campaign. With the rise of social media and the growing influence of digital platforms, *Game Ho Ya Life, #WePlayLikeMumbai* is designed to thrive across various online spaces. The campaign uses snackable content, reels, influencer collaborations, and interactive formats to ensure it resonates with a wide range of audiences. The digital strategy also allows for real-time engagement, with fans being able to participate in conversations, share content, and be part of the movement.

Varun Anchan and Prathamesh Gharat, executive creative directors at Lowe Lintas, emphasized that the core idea of the campaign is not just to showcase Mumbai’s spirit but to turn it into a cultural movement that every Mumbaikar can connect with. They stated that the campaign represents more than just cricket; it symbolizes how Mumbai hustles, thrives, and owns every moment. It’s about reflecting the culture and chaos of Mumbai—whether in the streets or the stadium. They believe that by tapping into pop culture, rap, and internet-first storytelling, they’ve created a campaign that’s not only consumed but also lived, shared, and felt by every Mumbaikar. For them, the game extends far beyond the boundaries of the stadium—it is in the conversations, the streets, and the everyday life of the people.

Subramanyeswar S, Group CEO of MullenLowe Global, added that the campaign was born out of their proprietary cultural study, *State of States*, and that *Play Like Mumbai* goes beyond what is achieved through cricket. He explained that the campaign encapsulates the mental image of what it means to be a Mumbai Indian, and how the team’s ethos resonates with the people of Mumbai. The spirit of the campaign is more about how Mumbai Indians play and the energy they bring, rather than just focusing on the outcome of the game. Fans of Mumbai Indians don’t just watch the game—they experience and relish the city’s spirit, which the team exemplifies.

The *Game Ho Ya Life* campaign is now live across both online and offline platforms, making it accessible to fans from all walks of life. Whether it’s through social media, streaming platforms, or live events, the campaign is designed to resonate with every Mumbaikar, ensuring that the energy of Mumbai is felt everywhere. The 2025 season promises to be more than just about cricket—it will be a celebration of Mumbai’s spirit, its people, and their never-give-up attitude.

Author: Ekta Bhurat