The Indiana Farm Bureau Insurance brought back a fondly remembered icon from the ‘70s to highlight their long involvement with IU Basketball and to create generational ties between long-time fans and current students.

Looking to engage the Indiana basketball fan base, Indiana Farm Bureau Insurance rekindled an old campaign featuring IU’s beloved “mop lady,” Martha, that ran throughout the season.

The legendary Martha first made her impact on the IU fan base in the mid 70’s as she was singing the IU fight song while cleaning Indiana’s Assembly Hall. The iconic spot was shown during recent basketball seasons, directly following the National Anthem and right before tipoff as a way of spiriting the fans.

While it has been decades since Martha started singing “Indiana Fight,” the fans feel like it was just yesterday, says Thomas Faulconer, Senior Vice President and Chief Marketing Officer of Indiana Farm Bureau:

“Not a day goes by we don’t hear questions about the spot… The nostalgic connection with the ad goes far beyond company branding and into the hearts of Hoosiers we serve.”

By bringing back an irreplaceable Hoosier legend, Indiana Farm Bureau Insurance was able to capture the excitement that surrounds “Martha” and, as a result, turn it into excitement about their product. Matching Indiana Farm Bureau with “Martha” served as a great tool to engage the IU basketball fans due to their previous long-standing association with the in-game spot.