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.