NBA India

#NBAInMyBackyard

When India was chosen to host the first ever global games, NBA India reached out to Genesis BCW with the objective to make India fall in love with basketball. The integrated #NBAInMyBackyard campaign brought to life every imagination the audience might have had about the NBA across art, culture, lifestyle, on-ground awe, content, and of course, the sport itself. Based on the insight that a live event is also about the complete experience and culture around it, an integrated campaign covering public relations, on-ground activation and social media amplification was created for an immersive experience.

Event & Experiential MarketingSports
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About
Reaction
Impact
#NBAINMYBACKYARD

Amplification through on-air TVC, an extraordinary light and sound montage at the Gateway of India and the floating basketball court alongside Bandra-Worli sea link drew organic outreach by celebrities and media. Celebrities such as Abhishek Bachchan, Sonam Kapoor, Anand Ahuja, Dino Morea, Priyanka Chopra, and Parineeti Chopra showed their excitement for the games which was further amplified in the media.

Getting it done

The integrated campaign reached over 800 million people across India through various channels. During the India Games’ week, a total of 86.9 million impressions - 66.2 million in reach, 24 million in video views - and 1.5 million in engagement was delivered across all local social media channels.

Results

Garnered 2141 unique stories on the NBA India Games 2020: 237 TV stories, 631 print features, 1267 online features. Drove 60% of ticket sales garnered.

Awards
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2020 PR Awards Asia

Best Sports Campaign

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2021 ET Brand Equity Kaleido Awards

Best Sports & Leisure Campaign

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2020 SABRE Asia Pacific Awards

Best Special Event Campaign
Best Associations Campaign