The One Show
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Category
Craft / Art Direction
Annual ID
OS25_PT013S
Background
In India, cricket is not just a game, it’s a religion. Every child grows up hoping to be the next Sachin or Dhoni. Every other sport has to fight for a share of the Indian playground. And basketball was right at the fringe.
NBA had recently entered India and already made it’s presence felt in cities. But they were yet to prenetrate the grassroots. They wanted to connect with Indians on a deeper level, and inspire them to believe that this billion-strong nation could produce the next 23. While getting kids to dream of being the next next Jordan and Kobe along the way.
We comissioned a renowned photographer in India and executed the campaign in under 15,000 USD.
We then strategically placed our campaign at all sporting stores, sporting venues, and neighbourhood courts in tier 1 and tier 2 cities with the help of the NBA Academy.
NBA had recently entered India and already made it’s presence felt in cities. But they were yet to prenetrate the grassroots. They wanted to connect with Indians on a deeper level, and inspire them to believe that this billion-strong nation could produce the next 23. While getting kids to dream of being the next next Jordan and Kobe along the way.
We comissioned a renowned photographer in India and executed the campaign in under 15,000 USD.
We then strategically placed our campaign at all sporting stores, sporting venues, and neighbourhood courts in tier 1 and tier 2 cities with the help of the NBA Academy.
Creative Idea
In a nation where cricket reigns supreme, NBA wanted to find a foothold. To resonate with the heart of India, NBA delved deep into the country's pulse, unearthing a shared passion for movement.
By capturing authentic, unscripted moments of everyday life of kids jumping into ponds, hanging from a tusk or leaping through branches, and showing how they emulated signature dunks of the NBA’s MVPs, the brand found a powerful connection point. These candid snapshots not only celebrated the spirit of India but also hinted at the latent potential for basketball to weave into the fabric of our sporting identity and the possibility of discovering the next 23 amongst India’s billion.
The campaign was targeted specifically to young Indians to inspire them to take up the sport and be the next 23, and in general to the wider Indian audience, to build equity for basketball and the NBA.
By capturing authentic, unscripted moments of everyday life of kids jumping into ponds, hanging from a tusk or leaping through branches, and showing how they emulated signature dunks of the NBA’s MVPs, the brand found a powerful connection point. These candid snapshots not only celebrated the spirit of India but also hinted at the latent potential for basketball to weave into the fabric of our sporting identity and the possibility of discovering the next 23 amongst India’s billion.
The campaign was targeted specifically to young Indians to inspire them to take up the sport and be the next 23, and in general to the wider Indian audience, to build equity for basketball and the NBA.
Insights & Strategy
In India, cricket isn't a game, it’s a religion. Every other sport has to fight for a share of the Indian playground. And basketball was at the fringe. NBA in India made its presence felt in cities. But hadn't reached the grassroots, to connect with Indians and inspire them to believe that this billion-strong nation could produce the next Jordan and Kobe. We comissioned a renowned Indian photographer and executed the campaign in under 15,000 USD. Strategically placing our campaign at sporting venues, and neighbourhood courts in tier 1 and tier 2 cities with the help of the NBA Academy.
Execution
The campaign was a study in movement. It involved painstakingly photographing candid, authentic snapshots of Indian life across the length and breadth of the country and zeroing in on the movements that came closest to emulating the signature dunks of the most valuable players of the NBA.
We chose black and white photography to create an impact and hone in on the motions and expressions of the children. This photography style also enabled us to keep the focus on NBA and tell a singular, powerful story, in an otherwise colourful and cluttered Indian landscape.
The campaign was shot by a renowned Indian photographer, known for his skills in capturing the gritty moments and finer nuances of life.
The communication was strategically placed at all sporting stores, sporting venues and neighbourhood courts in tier 1 and tier 2 cities with the help of the NBA Academy.
We chose black and white photography to create an impact and hone in on the motions and expressions of the children. This photography style also enabled us to keep the focus on NBA and tell a singular, powerful story, in an otherwise colourful and cluttered Indian landscape.
The campaign was shot by a renowned Indian photographer, known for his skills in capturing the gritty moments and finer nuances of life.
The communication was strategically placed at all sporting stores, sporting venues and neighbourhood courts in tier 1 and tier 2 cities with the help of the NBA Academy.
Results
The campaign built a strong connection between NBA and India, demonstrating a commitment to grassroots engagement. By highlighting the stunning, unseen moments of life in India, it fostered a deeper connection with local audiences and challenged perceptions of basketball as elitist or foreign.
For consumers, the campaign challenged cricket-devotees to explore a new arena of athletics, while sparking the notion that within India's billion-strong population the next 23 or 8 or 4 was waiting to emerge.
In terms of reach and cultural impact, the campaign resonated widely, reaching diverse demographics. It sparked conversations about sports beyond cricket and celebrated the universal language of athleticism.
For consumers, the campaign challenged cricket-devotees to explore a new arena of athletics, while sparking the notion that within India's billion-strong population the next 23 or 8 or 4 was waiting to emerge.
In terms of reach and cultural impact, the campaign resonated widely, reaching diverse demographics. It sparked conversations about sports beyond cricket and celebrated the universal language of athleticism.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Leo / Dubai
Art Director
Kapil Bhimekar
Mohammad Sharique
Associate Creative Director
Farhan Siddiqui
Chief Creative Officer
Kalpesh Patankar
Chief Strategy Officer
Tahaab Rais
Copywriter
Divyan Kriplani
Creative Director
Divyan Kriplani
Kapil Bhimekar
Editor
Al Ajhar Hussain
Executive Creative Director
Muhammad Ali
Photographer
Prashant Godbole
Strategy Director
Aakriti Goel
CEO
Nathalie Gervresse
Chief Executive Officer
Bassel Kakish
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