Kinnect wins creative mandate for Mumbai Indians ahead of IPL season

Digital-first agency Kinnect has secured the creative mandate for Mumbai Indians, one of the most successful franchises in the Indian Premier League, according to industry sources.

The agency will be responsible for developing campaign assets and launch films for the team as the IPL season approaches. The mandate spans television, digital and social platforms, with the upcoming campaign expected to shape the franchise’s engagement strategy for the season.

Kinnect’s appointment builds on its earlier association with the franchise through its work on the Women’s Premier League.

The win places the agency at the centre of one of India’s most high-profile sporting properties. Mumbai Indians continues to command strong fan following and brand recall, while the IPL remains a key platform for advertisers, driving large-scale, multi-platform campaigns.

Kinnect replaces Lintas, which previously handled the account, including the “#WePlayLikeMumbai” campaign.

The transition also reflects a broader industry shift, with both Kinnect and Lintas having historical ties to global advertising network Interpublic Group, while Kinnect is currently part of the Omnicom Advertising India network, led by founders Chandni Shah and Rohan Mehta.