MUMBAI: Mumbai Indians, has announced a novel partnership with Lattafa Perfumes, securing the middle eastern perfumery as their official fragrance partner for the upcoming season. This collaboration marks a unique fusion of cricket and luxury fragrance, aiming to enhance fan engagement and sensory experiences.

The alliance pairs Mumbai Indians' esteemed legacy with Lattafa's expertise in premium fragrances, creating an immersive experience for supporters.

“Fragrance is more than just a scent it’s an identity, a symbol of confidence, and a statement of prestige. Much like Mumbai Indians' legacy, Lattafa embodies excellence, strength, and ambition. This partnership celebrates the winning spirit both in cricket and in life.” Lattafa Perfumes founder Sheikh Shahid Ahmed.

A Mumbai Indians Spokesperson stated, “We are delighted to welcome Lattafa Perfumes to the Mumbai Indians family. This partnership brings together two distinctive brands that excel in their fields cricket and fragrances making for a perfect synergy. We look forward to an exciting journey together.”

Lattafa Perfumes head of marketing Nayana Tharoor explained, "At Lattafa, we see fragrances as powerful expressions of identity and emotion, much like the passion that fuels every cricket match. Partnering with Mumbai Indians allows us to bring this philosophy into the world of sports, offering fans a deeper connection to the team through signature scents. By partnering with Mumbai Indians, we aim to enhance the fan experience through our signature fragrances while capturing the spirit of champions both on and off the field.”

Under the campaign tagline ‘Ignite the Game – The Scent of Champions,’ the partnership will implement several key initiatives, Television commercial campaign a series of advertisements featuring Mumbai Indians' top players, showcasing moments of preparation, intensity, and victory, all enhanced by Lattafa’s Khamrah fragrance. Kit sponsorship Lattafa branding will be prominently displayed on Mumbai Indians’ helmets and caps. Digital strategy a comprehensive digital campaign involving Indian and global influencers, bridging sports, lifestyle, and luxury. Game-day activities, exclusive scents and fan interaction.

The collaboration extends to include an exclusive Mumbai Indians x Lattafa Fragrance collection, featuring a limited-edition range with team-inspired packaging. Furthermore, fans can anticipate immersive fragrance experiences at Mumbai Indians’ home matches through stadium activations and fan zones. Digital engagement will be fostered through social media campaigns, contests, and giveaways, offering prizes such as signed merchandise and match tickets, all accessible via Lattafa Perfumes' Instagram page.

Lattafa India aims to become an integral part of the Mumbai Indians' season, providing players and fans with the scent of champions.