Mumbai, India – March 26, 2025 – Mumbai Indians, one of the most successful franchises in Indian cricket, proudly announces its partnership with Lattafa Perfumes as its Official Fragrance Partner. This landmark collaboration unites two icons—one from the world of cricket and the other from the prestigious Middle Eastern perfumery—in a first-of-its-kind partnership that will redefine fan engagement, performance, and sensory experiences.
With Mumbai Indians’ unmatched legacy and Lattafa’s expertise in luxury fragrances, this partnership is set to create a unique fusion of sport and scent, bringing fans closer to the game in an immersive way.
“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.” — Sheikh Shahid Ahmed, Founder of Lattafa Perfumes
Mumbai Indians Spokesperson shares “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.”
Nayana Tharoor, Head of Marketing, Lattafa Perfumes shares, “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”, this partnership blends sporting excellence with the prestige of Middle Eastern perfumery. Key initiatives include:
TVC Campaign – Featuring Mumbai Indians’ top players, the “Ignite the Game” TVC series captures moments of preparation, intensity, and victory—all powered by the confidence of Lattafa’s signature Khamrah fragrance.
Kit Sponsorship – Lattafa branding will feature prominently on the back of Mumbai Indians’ helmets and caps, ensuring visibility throughout the season.
Influencer & Digital Strategy – A high-impact digital activation featuring top-tier Indian and global influencers, integrating sports, lifestyle, and luxury.
Game-Day Activations, Limited Edition Fragrances & Fan Engagement
As part of this partnership, Mumbai Indians and Lattafa India will introduce:
Exclusive Mumbai Indians x Lattafa Fragrance Collection – A limited-edition range featuring Mumbai Indians-inspired packaging, reflecting power, resilience, and the energy of champions. Available for purchase on the newly launched official website www.lattafaindia.com, where fans can also explore Lattafa’s bestsellers.
Stadium Activations & Fan Zones – Immersive fragrance experiences at Mumbai Indians’ home matches, allowing fans to engage with Lattafa firsthand.
Social Media Challenges & Giveaways – Engaging digital campaigns, contests, and exclusive prizes, including signed Mumbai Indians merchandise, match tickets, and limited-edition memorabilia. Fans can participate via @lattafa_india on Instagram, making this an incredible opportunity for engagement.
Through this partnership, Lattafa India becomes an integral part of Mumbai Indians’ journey, ensuring that every player and fan carries the scent of champions.
