ABOUT

In a nation where cricket reigns supreme, NBA wanted to resonate with the heart of India. So, we delved deep into the country's pulse, unearthing a shared passion for movement. By capturing unscripted moments of everyday life of kids jumping into ponds, hanging from an elephant's tusk or leaping through branches, and showing how they emulated the iconic dunks of NBA MVPs, the brand found a powerful connection point. These candid shots celebrated the spirit of India and also hinted at the potential for basketball among Indians and the possibility of discovering India's next 23 in a billion.