LoveChild Masaba has teamed up with the Mumbai Indians Women’s team as its official partner for this season of the Women’s Premier League.
To announce the association, the brand has rolled out a campaign ‘har innings mein beautiful’ (beautiful in every innings) featuring the Mumbai Indian cricketers, Harmanpreet Kaur, Hayley Mathews and Yastika Bhatia, along with the brand’s founder, Masaba Gupta in a video.
It celebrates the beauty of diversity, individuality, and authenticity in a world where beauty is often narrowly defined. The film draws inspiration from the game of cricket, spotlighting the resilient beauty that unfolds with each passing phase of life, on and off the field.
A Mumbai Indian spokesperson said, “We are thrilled to announce our collaboration with LoveChild Masaba. A brand dedicated to self-expression, echoing with the ethos and style that Mumbai Indians showcases on the field. It is an exciting journey that we are embarking on, to also give our fans multiple opportunities to engage with and a platform for LoveChild Masaba to engage with our global fans."
Gupta said, "Young India needs strong, ever-evolving, disciplined and powerful role models and thought leaders who aren’t afraid to be their true selves. Our collaboration with Mumbai Indians is an attempt to turn the spotlight on some amazing women, as we enter a new universe of storytelling with women who will, and are dictating cultural moments."
Pratik Mukherjee, brand head, LoveChild Masaba, said, “With LoveChild Masaba rapidly expanding to retail format across metros, this impact collaboration with Mumbai Indians Women’s team is perfect to accelerate awareness and solidify our brand presence”.
Nidhi Laddha, marketing head, LoveChild Masaba, added “Har Innings Mein Beautiful is a celebratory narrative reflecting an essence of shared experiences of women of all cohorts. The campaign is a juxtaposition of different women and their lives on-&-off field, finding and celebrating the commonalities between the game and walks of life. ”
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