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IPL team Mumbai Indians bring Mickey Mouse on board
Mon 26 March 2012
IPL cricket team Mumbai Indians has associated with Walt Disney, a move that will see the cartoon character Mickey Mouse becoming the new brand ambassador for the team. According to the news release, this "banding together of Mumbai Indians and Walt Disney surely opens up new doors for brand innovativeness."

Being one of the most recognized and loved comic strip characters since 1928, Mickey Mouse is expected to excite all the fans of the Mumbai Indians. Since the under 14 segment appears to comprise a major chunk of the fans of Mumbai Indians, Mickey Mouse seems to be a conscious choice.

Mumbai Indians has been the team with the maximum number of fans on Facebook and has appealed to millions of people globally with cricketers like Sachin Tendulkar in the team. Commenting on the association, UTV CEO Ronnie Screwvala, who heads Walt Disney India, said: "Disney being the most acclaimed brand internationally has only bonded with brands that are commercially feasible in its nature." He believes that this coalition of Mumbai Indians and Walt Disney will expedite the aggrandizing of brand equity for both the brands.

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