Description
Mumbai Indians is the most successful franchise across IPL and WPL. While the men’s team built a deep connection with the city, driven by local icons like Sachin Tendulkar, Rohit Sharma and Suryakumar Yadav, the women’s team struggled to get the same love from the city. To bridge this gap, we identified a blindspot seen by nearly 1 crore commuters every day: the women’s compartment sign on Mumbai’s local trains. A familiar yet ignored icon, repeated across millions of journeys. We reimagined it with Harmanpreet Kaur and Amanjot Kaur - World Cup winners and Mumbai Indians players, transforming a functional marker into a powerful media space. Embedded within the everyday rhythm of the Mumbai Suburban Railway, the idea leveraged high-frequency visibility to drive recognition and conversation. A small surface became a city-wide touchpoint, leading to organic discovery, a 15.1% rise in average screen time, and a cultural reach of over 21.5 million.
