Netflix has partnered with Mumbai Indians as its official social media content partner, marking its return to the IPL content ecosystem after previously producing the documentary Cricket Fever: Mumbai Indians.
As part of this collaboration, the streaming platform has rolled out a parody-led digital film inspired by a widely circulated on-field moment involving Rohit Sharma. The campaign recreates the cricketer’s viral “Garden mein aaya hai kya?” meme using a lookalike, transforming the incident into a light-hearted, social-first narrative designed for online audiences.
The content is tailored for digital platforms, blending cricket fandom with entertainment storytelling and tapping into the ongoing meme culture surrounding the IPL. The concept builds around the idea of Rohit Sharma “protecting the garden,” a phrase that has become popular among fans across social media.
This initiative reflects a shift in Netflix’s approach to cricket-related content—from long-form storytelling to short-format, shareable digital pieces that align with real-time conversations during the tournament.
The collaboration also highlights a broader industry trend, with IPL franchises increasingly working with content partners to create viral, platform-native material. As official broadcast and streaming rights remain with traditional sports networks and digital platforms, brands and entertainment companies are leveraging social media to engage audiences and participate in the wider IPL conversation.
