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 … read moreattention. 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.
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