Mumbai Indians and Kinnect India turn fandom into family with ‘Fans Nahi Fam’

March 31 2026, 5:11 pm | BY Adam Shaw | No Comments

Mumbai Indians has teamed up with Kinnect India to launch its latest campaign, ‘Fans Nahi Fam’, a tribute to the people of Mumbai that recognises and reciprocates the unwavering support the franchise has received over the years.

 

Often celebrated as one of the most successful franchises in the IPL, Mumbai Indians’ true strength lies not in the trophies and the titles, but in the deep, enduring connection it shares with the city.

For 18 years, this team has been part of people’s everyday lives. In local trains and living rooms, between office calls, exam stress, and long days. This isn’t fandom. This is family. Because family doesn’t just celebrate. It worries. It questions. It gets angry. It shows up. It feels everything; loud, silent, hopeful, emotional.

And that’s exactly what this campaign sets out to acknowledge.

Spanning films, key visuals, branding, and on-ground activations, “Fans Nahi Fam” shifts the narrative, from a team being cheered for, to a team that belongs to its people.


While fans have always come to the team, filling stadiums and shaping its story, this year, the team steps into their world. Not as distant icons, but as one of them. Sharing moments, becoming part of everyday lives, and acknowledging the love that has powered this journey.

Making the fans truly feel what Mumbai Indians has always called them- FAMILY.


Neville Shah, CCO, Kinnect, said: “For me, this was personal. MI isn’t a franchise. It’s a family. It’s been this for the last 18 years. And the easiest thing to do is to call our fans family. It’s a lot harder to make them feel like one. Especially when they are as large as ours. We didn’t need to invent how family behaves. You can see it in the way people show up for the team, season after season. So this time, we just had to show it. Not just with films, but through activations, and print and every other medium. This never felt like working on a brand. It felt like working for a team we’ve loved for the past 18 seasons. And ‘Fans Nahi Fam’ is simply an honest reflection of that relationship.”

Chandni Shah, CEO, Kinnect, added: “Mumbai Indians is one of the most iconic franchises in the country, not just for what it has achieved on the field, but also for the kind of love it commands. For us, partnering with a franchise that holds this kind of place in people’s lives is both a privilege and a responsibility. ‘Fans Nahi Fam’ is simply a reflection of that truth.”