Malaysia Airlines and the Mumbai Indians have launched a new campaign film aimed at Indian cricket fans, using the airline’s partnership with the IPL franchise to promote travel and brand engagement across the Indian market.
The campaign, titled Cricket at 30,000 Feet, was unveiled on Wednesday and follows a young Mumbai Indians supporter whose flight turns into a mid-air cricket experience featuring players Rohit Sharma, Hardik Pandya and Trent Boult.
The airline said the campaign is part of its broader push to deepen its presence in India, which remains one of its largest growth markets. The film combines cricket fandom with the airline’s Malaysian Hospitality branding, while positioning travel as part of the supporter experience.
Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group, said cricket provided a direct cultural connection with millions of travellers across India and the wider region.
“India is one of our most important growth markets, and cricket is a powerful passion point that connects millions of people across the country and beyond. Through our partnership with Mumbai Indians, we have a unique platform to engage fans in a way that feels natural, relevant and culturally meaningful. This campaign allows us to bring Malaysian Hospitality into that conversation while strengthening brand affinity, supporting travel demand, and driving deeper commercial relevance in a key market for the airline.”
A spokesperson for Mumbai Indians said the campaign reflected the global reach of the franchise’s fan base and the growing commercial ties between sport and aviation brands.
“This film captures something that is true to Mumbai Indians, the love for this team travels far beyond boundaries and resonates with fans across the world. To see that come alive aboard a Malaysia Airlines flight, with our players at the heart of it, makes for a truly special moment. It reflects a partnership that continues to find fresh and creative ways to bring us closer to our fans.”
Malaysia Airlines currently serves several Indian cities and has been increasing its focus on Indian travellers, including the Indian diaspora in markets such as Australia, Malaysia and Singapore. Cricket partnerships have become an increasingly common marketing strategy for airlines seeking stronger visibility in South Asia’s highly competitive aviation sector.
The airline’s partnership with Mumbai Indians includes branding on the team jersey, a Mumbai Indians-themed A330-300 aircraft livery, fan activations at Mumbai’s Wankhede Stadium and digital campaigns during the IPL season.
Malaysia Airlines said the partnership would continue to focus on fan experiences both onboard and at cricket venues as it builds on the first season of collaboration with the IPL franchise.
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