#NBAInMyBackyard outdoor campaign trends from the Gateway of India to social media
National Basketball Association (NBA) sets ground for their pre-season matches scheduled for 4th & 5th of October in India. And as the day nears, DDB Mudra Group is setting up the stage for this historic event. To make the NBA the biggest talking point in India, the agency leverages 360-degree approach including TV, Digital and finally takes to the streets as well.
The outdoor campaign has a larger than life shots of popular players from Sacramento Kings and Indiana Pacers, playing ball in some of the most iconic backyards in Mumbai. The campaign includes multiple, real-life community experiences which are sure to keep Mumbai and the rest of India glued to the NBA experience with #NBAInMyBackyard.
The projections at the Gateway of India look to bring the NBA culture to the Indian fans. Rahul Mathew, National Creative Director, DDB Mudra Group said, "The game and the fashion around it is as much a part of the street as it’s a part of the court. And that’s what we sought to capture with NBA in my backyard.” Clips of street play were put together with the professional court game suggesting that the streets are equally an important part of the game. Owing to the culture with which the game is played in the United States, the outdoor space becomes an important part of the campaign to bring NBA and the basketball culture to the Indian fans.
“It’s also the first time the game is physically coming to the Indian backyard. We wanted to launch with something that marries this inclusivity with the larger-than-life excitement of the game,” added Mathew. Several Mumbaikars gathered to capture the phenomenal campaign on their cell phones. The OOH space gravely accelerated the popularity of the game on social media as well.
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