During the IPL season, ad campaigns featuring cricketers dancing and singing on green screen backgrounds are ubiquitous. However, when tasked with creating a unique campaign proposition for DHL with Mumbai Indians, we decided to break the mold with #ThatsMyGame. This campaign had cricketers asserting that their game is cricket, not dancing or singing.
But we didn't stop there. Capitalising on the same shoot, we crafted a second campaign: 'Dil Se Indian.' This campaign showcased the indomitable spirit of the Mumbai Indians, capturing the essence and pride that lies in the heart of every Indian. We also subtly integrated the strengths of DHL, ensuring that the videos traveled easily across social feeds, maximising engagement and reach.
Two complete campaigns from one production day — a testament to efficient creative strategy that delivered maximum impact while respecting the client's resources and the players' time. Both campaigns performed strongly across social platforms, with #ThatsMyGame sparking conversation about authenticity in sports marketing and Dil Se Indian reinforcing the emotional bond between the team and its fans.