Tanya Singh, New Delhi
It is surely a commemorative moment for anyone in India who worships a sport apart from cricket when they see its adverts instead plastered across cities. The cult in the limelight for now is that of basketball and its Godfather? The NBA. This is where one gets a taste of real basketball and where legends such as Wilt Chamberlain, Magic Johnson, Michael Jordan and LeBron James have been seen..well being legends. The National Basketball Association (NBA) is the foremost professional basketball league in the United States which encompasses thirty franchised teams, one in Canada and the rest twenty-nine in the US, and enjoys the herculean viewership on an average of 44.51 million around the globe!
The NBA campaign 'This Is Why We Play' is being carried across Delhi and Mumbai with the primary objective of creating awareness about the game by marketing the most exciting time in the year for the league. The campaign's target audience comprises the age group 18-45, and consequently it strives to exhibit the drive perception of the NBA and Basketball to be inspirational, fresh and thrilling. The teams playing the Conference Finals and Finals are the key focus of promotion and the campaign, the duration being 3-4 weeks. This campaign strategy can be seen played through digital screens at impactful sites, wherein their target audience can be allured captive. The sites include metro stations in Mumbai and Delhi, corporate hubs in Gurgaon and premium Bars and Pubs in South Delhi. Apart from creating excitement amongst their English speaking fans, the brand initiative also aims to pull curiosity and interest for the game from the large scale Hindi speaking audience as well.
Jayesh Yagnik, CEO MOMS Outdoor Media Solutions throws some light on the same- "It is of quite a privilege and exciting as well to get associated with the brand which is the major men's professional basketball league in North America, and premier men's professional basketball league in the world, National Basketball Association (NBA). In India, where Cricket is followed as a religion, to accept and adopt Basketball as a game is a big challenge. Hence, the primary objective was to promote Basketball as a game and create awareness, increase the fan base and market the games during the most exciting time of the year with focus on conference final and finals. For this campaign, OOH has been one of leading medium of communication as it delivers impact and reaches the right audiences at the right time frame. The campaign was successfully executed thru large format Billboards in key catchment areas across Mumbai and Delhi along with extensive use of digital OOH at metro stations and corporate hubs. Contextual branding was carried out in digital screens at exclusive Bars & Pubs in Mumbai and Delhi."