Mumbai Indians has announced a partnership with Lattafa Perfumes as its Official Fragrance Partner. This collaboration marks the first-of-its-kind association between a cricket team and a luxury fragrance brand.
As part of the partnership, Lattafa’s branding will be featured on the back of Mumbai Indians’ helmets and caps throughout the season. The collaboration will also include digital campaigns, game-day activations, and an exclusive fragrance collection inspired by Mumbai Indians.
The campaign, titled “Ignite the Game – The Scent of Champions,” will launch with a TVC featuring Mumbai Indians players. It will highlight key moments of preparation and performance, centered around Lattafa’s signature Khamrah fragrance. A digital strategy will further amplify the partnership, involving influencer collaborations, social media challenges, and giveaways.
Mumbai Indians and Lattafa will also introduce limited-edition fragrances and immersive fan experiences at the team’s home matches. The Mumbai Indians x Lattafa Fragrance Collection will be available for purchase on www.lattafaindia.com.
“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.”
