MUMBAI: Netflix has partnered with Mumbai Indians as its official social media content partner, marking its return to the Indian Premier League content space with a distinctly digital-first play.
As part of the collaboration, the streaming platform has rolled out a parody-led short film inspired by a viral on-field moment involving Rohit Sharma. The campaign recreates the widely shared “Garden mein aaya hai kya?” meme, with Sunil Grover stepping in as a lookalike, complete with signature mannerisms and comic flair.
Designed for social media consumption, the film blends cricket fandom with pop culture storytelling, leaning heavily into meme culture that dominates online IPL conversations. The narrative builds around the now-iconic idea of Rohit Sharma “protecting the garden,” a phrase that has struck a chord with fans across platforms.
The move signals a shift in Netflix’s cricket content strategy. While the platform earlier explored long-form storytelling with Cricket Fever: Mumbai Indians, the current campaign focuses on snackable, shareable content that thrives in real-time digital ecosystems.
The partnership also reflects a broader industry trend, with IPL franchises increasingly teaming up with brands and entertainment players to co-create platform-native content. With broadcast and streaming rights tied up with traditional networks, social media has become the go-to playground for brands looking to tap into the league’s massive online buzz.
For Netflix, the collaboration offers a clever way to stay relevant in cricket conversations without owning match rights, proving that in the IPL era, content is just as much about timing and tone as it is about the game itself.
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