The Mumbai Indians (MI) have signed a partnership agreement with beauty brand LoveChild Masaba for the ongoing Women’s Premier League (WPL) season.
The partnership will see the two parties work towards “redefining beauty beyond conventional standards, individuality, and authenticity.”
The partnership was revealed through the “Har Innings Mein Beautiful” (“beautiful in every innings”) campaign.
Masaba Gupta, Founder, LoveChild Masaba, commented:
“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.“
A Mumbai Indians spokesperson added:
“We are thrilled to announce our collaboration with LoveChild Masaba. A brand dedicated to self-expression, echoing 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.“
Pratik Mukherjee, Brand Head, LoveChild Masaba, added:
“With LoveChild Masaba rapidly expanding to retail format across metros, this impact collaboration with Mumbai Indians Women’s team is perfect to accelerate awareness & solidify our brand presence.“
Nidhi Laddha, Marketing Head, LoveChild Masaba, added:
“Har Innings Mein Beautiful is a celebratory narrative reflecting the essence of the 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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