Blackberry launched an on-ground BBM platform to connect with the large Mumbai Indians' follower and fan base. The BBM channel, called'Mumbai Indians', was used to drive a promotional program at a leading mall in Mumbai.

The program included various contests for'Mumbai Indians' BBM channel followers. Eleven lucky winners would get to watch the IPL-7 Mumbai Indians team practice from the team's dug out. The winners also received autographed bats, tee's and matches tickets.