The MAX maxes out to welcome NBA

With 3D mapping projections on the Gateway of India, the #NBAInMyBackyard campaign has surely gained momentum. The Max – A Tribes Group and DDB Mudra JV Company handling the responsibility to welcome the NBA in India with a bang, really went to the core and essence of the sport to generate the spirit of the game among Indians.

“Elements like street art, Hip Hop are an intrinsic part of the NBA life. We wanted to bring to life essence of that culture along with the games to our backyard – INDIA,” mentioned Gour Gupta, CEO of The Max and Managing Director of Tribes Group. The agency took up a gargantuan mission to bring this attitude to the streets of Mumbai, to prep up the fans for the momentous event.

The 3D projections were not the only stand out activity that the agency managed. 4 graffiti artists in Mumbai – NME, Minzo, Mooz & Dexter were commissioned to paint the city with the colors of NBA, covering over 4000 sq. ft. of walls, including a basketball floor. Also to, bring in the element of Hip Hop and to instill the idea of NBA being in our backyard, they commissioned 5 Hip Hop artists across the country – Meba Oflia from Shillong, Madurai Souljour from Madurai, Brodha V from Bengaluru, Shahrule from Mumbai and Frennzy also from Mumbai – to create 5 tracks, that welcome NBA to their backyard, which were distributed across various streaming platforms and radio channels.

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“In 72 hours flat we shot five videos, edited them and got them ready for release. In fact, just about now, the second video should be hitting the social media handles. Meba’s video- shot in Shillong – is out already, mentions Sanjay Shukla- COO, The Max.

Finally, the Arabian Sea housed India’s first floating basketball court, giving the NBA fans an abode to bring out the sportsman in them. The team worked tirelessly to find an ideal condition to install the floating court and promoted it through influencers and celebrities.

“Probably the most challenging part of the promotions, the will to bring the floating court alive took us on this journey, from finding the perfect location to understanding the logistics; we went all out to get the floating court alive,” recalls Gour.

The mascot and the cheerleading dancers of the Sacramento Kings on the court along with NBA academy kids and the Hip Hop rappers, who dribbled, sang and played a few games.

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