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‘NBA In My Backyard’ campaign seeks to drive basketball in cricket-obsessed India

The National Basketball Association has come up ‘NBA In My Backyard’ to promote basketball in India. The campaign has been created by DDB Mudra and includes a television commercial, traditional OOH, radio, digital and on ground engagement.

The film features fans manoeuvring gigantic blimps of NBA players with many of the iconic buildings and locations in Mumbai as a backdrop.

‘NBA in My Backyard’ is being launched in the run up to the first ever preseason games to be played in India, which will see the Sacramento Kings square off against the Indiana Pacers in Mumbai. 

Speaking about the campaign NBA vice president of global business operations Diane Gouta said: “The week of festivities here in Mumbai leading up to the games will include an array of offerings for fans and communities to join the celebrations through a series of youth development, community service and fan engagement activities. 

“The series of on-ground activations will include NBA iconography projection on the Gateway of India on September 28 and September 29 and from October 1 to October 3, India’s first-ever floating court will be unveiled 200 meters from the pier near Bandra-Worli Sea Link. 

“Top graffiti artists will paint the walls of Mumbai to celebrate the historic event and select hip-hop artists will compose an original soundtrack representing the campaign and perform live at select Social Offline lounges on Game days.”

The campaign is one of the biggest marketing pushes for the NBA, which after its official launch in 2011 still remains a niche sport in India, a country dominated by cricket.

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