How NBA is creating a whole basketball culture in India through powerful storytelling

The National Basketball Association (NBA) recently launched a new brand campaign – #ThisIsBasketball – featuring actor and NBA India brand ambassador Ranveer Singh in order to celebrate the game of basketball throughout the country. The campaign comprises of a series of videos that will be released over the rest of the year to showcase the diversity of the basketball community in India, thereby capturing the true essence of the sport – that the court is for everyone and does not discriminate between anyone.

The first video, which was released, surrounds the idea of Ranveer Singh’s love and passion for basketball. It features basketball fans throughout the country, including the actor on the court, as they share what the game of basketball truly means to them, also highlighting its values and impact on culture.

#ThisIsBasketball focusses on the different aspects of the sport that is inspiring to the next generation and motivates them to play. Professional Indian players making a mark on the court, such as Raspreet Sidhu and Shireen Limaye, are also featured in the video, including former and current captains of the Indian women’s basketball team, respectively, and former member of the India senior men’s basketball team, Lalrina Renthlei.

The powerful storytelling engages the audience in a range of unfiltered emotions that surface on the court – where every shot is telling and expressing a story as well as the lively and spirited culture surrounding the universe of basketball.

In conversation with Adgully, Murtuza Madraswala, Head of Marketing, Content and Communications, NBA India, shared, “‘This is Basketball’ is an open invitation to existing and potential fans of the sport to join the community – a place where they can express themselves freely in their own way. This video is the first in a series, which aims to highlight the momentum in basketball in India, underscoring the NBA’s dedication to empowering and supporting athletes across the country.”

What is the concept and idea behind the campaign – ‘This is Basketball’?

‘This is Basketball’ is a celebration of the sport and was born out of its growing appreciation in India. Built around Bollywood superstar and NBA Brand Ambassador for India Ranveer Singh’s passion for basketball, the campaign explores his journey as a fan and represents a journey that transcends the court and ignites a community united by the love for the sport and the vibrant culture that surrounds it.

The first film in the campaign features basketball fans throughout the country – including Singh – as well as prominent Indian players who are making a mark on the court such as Shireen Limaye and Raspreet Sidhu, current and former captains of the Indian women’s basketball team, respectively, and former ­member of the India senior men’s basketball team, Lalrina Renthlei.

We recently released the next leg of the series, featuring candid conversations between Singh and Shireen Limaye as she shares how she fell in love with the game the second she touched the ball; with Jaideep Rathore, an NBA Academy player, where he talks about what got him into the sport, the NBA star he idolises and more; and with Scott Flemming, NBA Academy India Technical Director, who has dedicated his life to nurturing young talent in India.

What is the objective of the campaign? What message does it aim to convey?

The main objective of the campaign, ‘This is Basketball’, is to unite and engage the basketball community in India. Starring Ranveer Singh, the campaign showcases the diversity of the basketball community in the country and captures the true essence of the sport – that the court is for everyone. Through the campaign, we wanted to immerse the audience in the plethora of raw emotions that emerge on court – where every shot tells a story – and the vibrant culture that surrounds the basketball universe.

The campaign features various personalities from the basketball community in India, including fans showcasing what basketball means to them, highlighting its values and impact on culture. From achieving your goals to finding a common ground with others on the court, ‘This is Basketball’ brings to light the different facets of the sport that inspire the next generation to express themselves on and off the court in their own way.

What is NBA’s marketing strategy and USP?

One of our key objectives is building and engaging with fan communities in India.  We’ve, therefore, embraced a digital-first approach, a cornerstone of our marketing strategy, recognising that our audience predominantly resides in the digital realm. Equally vital is our commitment to authenticity, whether it is collaborating with basketball enthusiasts like NBA brand ambassador for India, Ranveer Singh, Hanumankind, GD 47, or Indian players like Shireen Limaye and Raspreet Sidhu. Through our marketing efforts, we aim to create relatable connections between fans and the sport, as well as the culture that envelops it.

Which agency has conceptualised the campaign?

‘This is Basketball’ has been conceptualised with The Brewhouse, a Delhi-based creative agency that we have worked closely with for several brand campaigns.

What is the reason for collaborating with actor Ranveer Singh for this campaign? How will this collaboration help NBA?

In 2021, we named Ranveer Singh as the NBA brand ambassador for India. A true style icon and a dedicated NBA fan, Ranveer has been the perfect advocate to create awareness around basketball and the NBA, amplify our local activities and engage with fans in a meaningful way to help grow our community in India. He participates and immerses himself in the many ways fans in India connect with the NBA, from on-court action to the off-court elements of fashion, music and art, and has been instrumental in building a highly engaged community of basketball enthusiasts. ‘This is Basketball’ spotlights his influence in the community and has been built around Singh’s passion and love for the game.

Who is the TG for this campaign?

‘This is Basketball’ is strategically designed to engage and inspire the next generation of existing and potential basketball players and fans. By showcasing the passion, impact and vibrant culture around the sport, the campaign aims to resonate with basketball communities both on and off the court.

How is NBA leveraging digital media and technology to promote the campaign?

In line with our digital-first approach, we’ve strategically leveraged digital channels to distribute and amplify ‘This is Basketball’ and engage with our audiences in a more effective and impactful manner. The campaign was launched by Ranveer Singh on his digital platforms, allowing us to tap into his vast reach and generate greater visibility. Through further amplification by our localised digital channels, we were able to reach a wider audience and bring together a community of fans who can connect and share their passion for the sport.

By leveraging the right collaborations, creating engaging content, and utilising our digital platforms in the most effective way, we’ve taken a step towards inspiring and connecting with the next generation of basketball players and fans in India.

What is meant by the ‘Basketball Culture’? How is NBA promoting basketball culture among the Indian audiences?

Basketball Culture refers to everything that revolves around the world of basketball and beyond – the distinct styles, music, art, and entertainment. Globally, the NBA has had a major influence on popular culture for decades. From fashion to music, from movies to television, the impact of the NBA can be seen across the world. This global phenomenon has made its way into India, gaining significant traction over the last few years. To harness this nexus of sports and style, we introduced NBA Style India in 2021. The goal of NBA Style is to bring together passionate fans that understand the personalisation of NBA culture and fashion, along with breaking barriers on and off the court.

Through NBA Style, we have been building a community of enthusiasts through collaborations, exciting campaigns, and a host of original content. With the help of NBA brand ambassador for India Ranveer Singh, who is known for his bold and unique style, the NBA Style account contributes to the cultural landscape of India by featuring content that combines basketball and fashion. We also recently explored a cross sport collaboration with Indian cricket icon Shreyas Iyer, where he shares his candid views about his love for basketball, fitness philosophy, inspirations, and his most coveted pair of sneakers. This helps to engage and inspire Indian audiences, especially the youth, by highlighting the connection between basketball and popular culture in an appealing and relatable way.

What are the future plans of NBA as a brand? What new changes have been incorporated by NBA in the past two years?

Our journey in the country so far has given us immense opportunities to explore and understand the connection between the fans and the sport. All our efforts – whether it’s our grassroots initiatives, enhancing viewership, or bringing the NBA experience to our fans – are focused on growing the game of basketball and the culture around the sport in the country, and we will continue to prioritise this going forward.