NBA: #NBAInMyBackyard

NBA, a basketball league, promoted basketball in India ahead of India hosting the NBA games for the first time with the campaign #NBAInMyBackYard.

Situation analysis

'When will NBA play in India' 'How do we get India – a country crazy for cricket – to love basketball?'

NBA has been in India for nine years, but 96% of Indian fans have never watched an NBA game live in their life. So, when the decision to host the first ever global games in India was finalised, the only objective was to make India fall in love with basketball. How did we do that? By making it more than just a game of basketball, but rather a new experience, a statement, a culture that India was...

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