Mumbai T20 – Ekdum Mumbai

Introduction

Conceptualized by Probability Sports, Mumbai Cricket Association (MCA) and endorsed by Sachin Tendulkar, T20 Mumbai aimed at bringing the best local cricket talent of Mumbai under a common umbrella, giving the mecca of cricket (Mumbai) a unique platform to shine. 

The second season of Mumbai T20 found itself amidst the year of Cricket madness, sandwiched between two global cricket tournaments IPL and the World Cup. The challenge was to make the young property of Mumbai T20 to stand out; demanding recognition through buzz & hype while driving cricket fans to the stadiums through fun and immersive on ground activities.

Objective

To popularize T20 Mumbai along with the 8 teams and build hype around the second season in respective constituencies through immersive and fun on ground activities at relevant touch points. The task at hand was to make T20 Mumbai the talk of the town in the year that was dominated by IPL and World Cup 2019.

Execution

A perfect abode for a cricket fanatic, a T20 lounge at the malls was created to grab eyeballs and drive cricket fans to the arena. The stall design was in sync with the cricket theme and highlighted various aspects of the T20 Mumbai game format such as team names, player details and highlights of the previous season. 

While the stall was a visual spectacle in itself, the activities inside the arena were the crowd pullers. Spreading across four major malls in Mumbai namely Vivana Mall- Thane, Phoenix Mall- Kurla, R-City Mall- Ghatkopar and Infinity 2 Mall- Malad, the T20 Mumbai mall activation attracted several cricket lovers. 

The stall consisted of two fun activities- the first was the ultimate test of a Cricket lover- The Umpire Challenge. The challenge was to give an Umpire Decision for a shot that was showcased on the screen. This challenge was taken up by several fans who proved to be spot on Umpires. 

The second activity was a VR Cricket Challenge where cricket fans could come and play a virtual game of Cricket. They had to put on the VR gear and bat to signature bowlers of T20 Mumbai bowled to them. Passes to watch the game were handed over to participants in order to build hype and excitement around the tournament.

Results

The T20 Mumbai activity succeeded in spreading the cricket fever across 4 major malls in Mumbai with an overall impression of 5000+ direct contacts. The on-ground activations drove people to the stadiums for T20 Mumbai matches that reported a significant packed to capacity number.

Conclusion

These on-ground activities were successful in making T20 Mumbai stand out from the core cricket leagues such as IPL and World Cup 2019, thus creating a footprint of its own in the minds of the people.