In a cricket crazy country, how do you make people fall in love with basketball?
96% of Indian fans have never seen a live NBA match in their life. So, when it was decided to host the first-ever global game in India, the main objective was to make it about more than just a game of basketball. NBA, which has been in the country for nine years, wanted to make it a complete experience that the audience will never forget. With the rising hip-hop revolution, Indians are ready to adopt a new culture and new experiences. The integrated campaign ‘#NBAInMyBackyard’ convinced the Indian audience to embrace the NBA as a part of their popular culture. The campaign included digital, electronic, traditional, social media and on-ground activities reaching 0.8 billion people across the country resulting in a packed venue with over 60% sales of tickets from the organic communication outreach.