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Studio TBH, Viral Fission’s content arm, has announced its collaboration with Indian Premier League (IPL) franchise Mumbai Indians to engage with the GenZ audience through relatable, wholesome and trendy content.

The team aims to create a pre-season buzz with short-form videos starring studio TBH’s in-house talents. From ‘Dil Chahta Hai’ musical parodies to alternate endings of Bollywood movies if IPL was on, the studio aims to present a content line-up that viewers would look forward to.

IPL is one of the biggest platforms to reach out to the mass audience through TV and OTT as it celebrates the country’s love for the sport. Ahead of the season, Mumbai Indians, known for being the most digitally engaged IPL team aimed to drive conversations through a content partnership with studio TBH, amongst other content partners.

The videos are produced, shot, and edited by studio TBH’s crew on a real-time basis during the IPL season, tracking the ongoing match schedule.

Shreya Nair, Creative Director at studio TBH, said, “We are excited to be in partnership with Mumbai Indians. With Mumbai as our home ground, there was an instant connection and fun that became a part of our creation process, paving the way for us to build a content lineup, which we are looking forward to.”