INDIAN FANS’ PASSION PULLS THE NBA TO INDIA WITH #NBAINMYBACKYARD
The National Basketball Association
launched the NBA India Games 2019 campaign #NBAInMyBackyard with a TVC. The
campaign unveil comes at the time with the increasing anticipation for the
preseason Games scheduled on Oct. 4 and 5, given that 80% of tickets for the
Game on Oct. 5 were nearly sold out on Day 1 on BookMyShow.
In addition to interactive fan activities,
development camps, and community outreach efforts, over 3000 youth from more
than 70 schools under Reliance Foundation Jr. NBA program will to attend “The
NBA India Games for Reliance Foundation ESA” on Oct. 4.
The NBA’s take over through the campaign
will be celebrated through a 360-degree integrated outreach across verticals
for fans with on-air TVC, traditional OOH, Radio, Digital and first-of-its kind
on ground engagement avenues and integration with Mumbai’s iconic identities.
On-air TVC visualises the attraction or
pull of Indian fans which has brought the NBA to their hometown, their
backyard. Set in Mumbai, the film opens with two life-sized blimps of
Sacramento Kings and Indiana Pacers players being manoeuvred by an army of fans
for a game. The involvement and passion of the fans to get closer to the
players and the teams is articulated through coordinated movements, celebration
and awe. The film closes with the players towering over Mumbai to depict their
grand entrance to the market.
Fans will also
be able to revel in the NBA India Games 2019 spirit through India’s first
floating basketball court near Bandra-Worli Sealink from Oct. 1-3 and a
projection of the NBA iconography on the Gateway of India on Sept. 28-29.
While OOH will
feature visual representation of popular players from Sacramento Kings and
Indiana Pacers playing ball in some of the most iconic backyards in Mumbai,
on-ground engagements will include Graffiti artists such as NME, Mooz,
Minzo and Dexter painting the walls of the city with their individual
interpretation of the campaign.
Popular Indian Hip-Hop artists such as Brodha V, Shah Rule, Madurai Souljour,
Meba Ofilia and Frennzy, each representing backyards across north, south, west
and north-east India will compose an original soundtrack representing the
campaign.
#NBAInMyBackyard captures the excitement
of what India is looking forward to and it promises to be nothing short of a
grand spectacle! The preseason games will air on SONY TEN 1 & TEN 3 at 6:30
p.m. on Oct. 4 & 5, 2019.
Fans in India can follow the NBA on Facebook, Twitter, Instagram,
and download the official NBA App on iOS and Android for
the latest news, updates, scores, stats, schedules, videos and more.
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