Mumbai Indians has unveiled a new marketing campaign, ‘Aali Re’, which celebrates women and their incredible spirit, for the first season of Women’s Premier League.
Aali Re is a twist to the clarion call of ‘Aala Re’ associated with the Mumbai Indians. The campaign will be spread across various mediums such as TV, digital, outdoor, and radio, with the ‘Aali Re’ anthem being a particular highlight, inspired by the original ‘Aala Re’ anthem, which now features women vocalist.
The campaign aims to capture the spirit which embodies the city of dreams, Mumbai and heralds the beginning of something special and path-breaking. The franchise has always championed equal opportunities for boys and girls in sports and education, and to further cement the philosophy, Aali Re, which means ‘she has arrived’, celebrates the bunch of women who will be the first to don the iconic and customised blue and gold with a dash of coral, jersey in the WPL.
A Mumbai Indians spokesperson said, "With this being the inaugural edition, the Mumbai Indians women’s team will have the opportunity to shape the future of women’s cricket and young women in sports. They will also inspire countless girls to make a career in sport and also encourage families to support budding athletes. Our campaign Aali Re captures that emotion."
The women's team's arrival marks the beginning of a new era for Mumbai Indians. The fans can expect the team to play the same brand of cricket that has been associated with the Mumbai Indians over the years, which in turn will inspire a lot of younger girls to take up the sport.
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