Loop Mobile, a cellular service brand with significant presence in the Mumbai circle, has found its fit as the official mobile network of the Mumbai Indians IPL team. The brand will launch an integrated campaign driven by digital, outdoor, radio, cinema and on-ground activation, beginning April 25, to leverage the three-year tie-up.

At the heart of the promotion strategy is a rewritten and remixed version of the hit number ‘Mumbai Meri Jaan ', which will be the cheer song for Mumbai Indians.

Speaking to Business Line , Mr Arif Ali, Head, Brand and Communications, Loop Mobile, said, “The cheer song was born of the intent to marry cricket with Bollywood and establish an emotional connect with Mumbaikars, being the legacy operator in Mumbai. We will go on ground and record lakhs of Mumbai Indians fans singing the cheer song, and digitally put all the voices together to create ‘Mumbai's Biggest Chorus'.”

The IPL association is critical for brand Loop to establish emotional connect, he noted, as it cannot engage in television advertising given that its presence is currently largely in Mumbai.

On ground engagement will be a critical component — across malls, colleges, railway stations, and other crowd congregations in the city, the brand will play the chorus and get Mumbaikars to sing along. A video for the cheer song is getting ready, to be screened at cinemas in the city as well as on digital media. The digital campaign will have social media as a key element.

Currently, the song is available for download only to Loop Mobile subscribers, but that is set to change. “We will make it operator-agnostic. We are working out a deal with Hungama Digital for the same,” added Mr Ali.

The brand also does not have a 3G licence, but has leveraged IPL through a Mobile TV platform it introduced on its existing network. In addition to access to 40 channels, Loop Mobile TV will show IPL matches through a T-20 cricket pack priced at Rs 5 a day.

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