The Challenge
India is one of Malaysia Airlines' most important growth markets, with 80 weekly flights connecting 10 cities across the country. The opportunity wasn't simply to increase visibility, it was to build stronger connections with Indian consumers in a way that felt relevant, memorable, and authentic.
THE OPPORTUNITY
Cricket provided the ideal entry point. Not because of its reach alone, but because of the role it plays in culture, identity, and everyday conversation across India.
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OUR APPROACH
Burman Sports helped shape and deliver Malaysia Airlines' partnership with Mumbai Indians, building a strategy designed to go beyond sponsorship visibility and create genuine fan relevance. Our role was to identify where the brand's ambition, the spirit of travel, and cricket fandom naturally intersected, and turn that insight into a partnership platform that fans could connect with.
At the heart of the partnership was "You Make Us Fly", a creative platform inspired by the shared emotions of aspiration, movement, and fandom. The idea provided a consistent narrative for how Malaysia Airlines showed up across the season, helping the brand participate in cricket culture in a way that felt authentic rather than imposed.
The partnership came to life through a series of fan-first experiences and culturally relevant moments. From the launch of the 100 Wau Bulan kits during Makar Sankranti to content, hospitality, and access-led experiences, every touchpoint was designed to strengthen the connection between the brand, the team, and the Mumbai Indians fan community.
At the heart of the partnership was "You Make Us Fly", a creative platform inspired by the shared emotions of aspiration, movement, and fandom. The idea provided a consistent narrative for how Malaysia Airlines showed up across the season, helping the brand participate in cricket culture in a way that felt authentic rather than imposed.
The partnership came to life through a series of fan-first experiences and culturally relevant moments. From the launch of the 100 Wau Bulan kits during Makar Sankranti to content, hospitality, and access-led experiences, every touchpoint was designed to strengthen the connection between the brand, the team, and the Mumbai Indians fan community.
THE IMPACT
By combining strategy, storytelling, fan engagement, and cultural insight, the partnership delivered a media value investment ROI ratio of 1:17 in its first year, helping Malaysia Airlines build relevance in one of the world's most passionate sporting environments.
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