MUMBAI: Since its launch in India, Australia-based streaming service Guvera has focused on expanding its operations through unique content initiatives or collaborations. The latest from the company is a partnership with the Mumbai Indians for IPL 2016. The latest development makes Guvera the official music streaming partner of the defending IPL Champions - Mumbai Indians. Guvera will launch a Mumbai Indians (MI) brand channel and curate exclusive content that brings into play a range of features on offer to Guvera’s brands and partners.

In keeping with the true spirit of the MI, the channel will feature playlists dedicated not only to the some of India’s most-loved cricketers, but also their coaches and other members who are an equally crucial part of the team.

The channel will also include a crowdfunding area dedicated to ‘Education For All’ – a Mumbai Indians initiative focused on meeting the education needs of underprivileged children. Guvera will also run exclusive contests, offering members the chance to win match tickets, signed merchandise and much more.

To keep cricket and music lovers engaged in the app and in the league, an ‘MI Music Whisper Challenge’ has been designed to create and promote specific content. It works by having one of the MI players listen to loud music on headphones while simultaneously guessing the song which another team member is mouthing. This means that one would get to watch Kieron Pollard get bowled by attempting to guess a Bollywood song, while a reggae tune blasts in his ear. The videos will be available on the Guvera app for its members to view on the newly released Guvera 3.0.

The Mumbai Indians players will also feature in an exciting music video by Guvera, thanks to this partnership. The video, highlighting Guvera’s diverse content, will see Mumbai Indians cricketers grooving to popular music.

Guvera’s involvement with India’s prodigious IPL, and its ability to introduce a unique musical spin to the league, illustrates its commitment as a holistic entertainment brand that goes beyond just music streaming.

Guvera Chief Commercial Officer, India & Middle East Ananya Amin said, “We’re delighted to be associated with Mumbai Indians as the official music partner for the VIVO IPL season 9. We, at Guvera, along with the Mumbai Indians, will create exclusive content and host multiple contests across our social and digital platforms. The Mumbai Indians team represents a unique combination of unity, team spirit and entertainment which echoes strongly with our brand. This is one of our key strategic associations in India and we look forward to a great and fun-filled Season 9 of the IPL with Mumbai Indians.”