Alternative title: Presenting the #MIEmojis
Media: Interactive
Category: Entertainment & leisure
URL: https://itunes.apple.com/in/ap...
Client: Indian Premier League
Agency: Lowe Lintas Mumbai
Production: Corcoise
Country: India
Director: neha kaul
Creative: Arun Iyer
Creative: Goral Ajmera
Creative: Mustafa Rangwala
Creative: lavina shahani
Creative: Pradnya Raut
Creative: Manoj Kolaskar
Creative: Jayprrasad Naik
Account Planning: S. Subramanyeswar, Russell John
Client Servicing: Shantanu Sapre, Satish Ramanathan, Jay Ladhani, Abel Joy, Ankit Rathod, Amey Sawant, Rakesh Karnad, Nitasha Chandnani
Studio: Ashok Nadavdekar, Nitin Hegiste, Nilesh Sawant, Mahendra Ghanekar, Rajesh Raut, Vijayanand Kanakuntla
Films: Anupama Ahluwalia, Khushnaaz Jamshedji
Emoji Illustrator: Lokesh Karekar - Locopopo Studio
Film Illustrator: Mira Malhotra - Studio Kohl
Published: April 2018
Synopsis:
In all the frenzy that grips the nation with the onset of Indian Premier League every year, advertisers clutter the market with 'me-too' ad campaigns that desperately try to seek attention. Mumbai Indians' latest campaign by Lowe Lintas Mumbai seems to have cracked the winning approach with their digital-first campaign even as IPL warms up. India is a Cricket-obsessed nation, and most of its youth is active on social media discussing the game and its nuances as it unfolds. They use 'social-media-speak' that's best understood by their peers with phrases like BRB, OMG, LOL, and colourful emojis for every mood. These emojis have been developed keeping in mind the unique traits and nuances of the players' personality, and the game itself. For every MI (or a cricket) fan who goes through a roller coaster ride of emotions during matches, the emojis help express feelings perfectly.