In India, cricket is far more than just a sport—it’s an emotion. From narrow lanes in small towns to bustling city playgrounds, children grow up swinging imaginary bats and dreaming of becoming the next Sachin Tendulkar or MS Dhoni.

For any other sport trying to grow in the country, that dominance creates a serious challenge.

When the NBA began expanding its presence in India, it quickly gained visibility in major cities. However, reaching the grassroots audience—the young generation playing in streets, parks, and open grounds—was a completely different challenge.

To bridge this gap, the league launched a unique campaign called “NBA The Great Indian Dunk.” Instead of forcing basketball into India’s sporting culture, the campaign revealed something remarkable: the spirit of basketball already exists in everyday Indian life.

Executed with a production budget of less than $15,000, the campaign transformed ordinary moments from Indian playgrounds into powerful visual stories. The message was simple yet inspiring—among India’s billion people, the next great basketball player could already be out there.

The Challenge: Growing Basketball in a Cricket-Dominated Nation

Cricket’s Cultural Influence

In India, cricket dominates the sporting landscape like no other game. For decades, it has shaped childhood dreams, national pride, and even advertising narratives.

Because of this overwhelming popularity:

• Most young athletes naturally gravitate toward cricket
• Other sports struggle to gain attention
• Basketball is often perceived as urban, niche, or even foreign

Although the NBA had already begun building awareness through initiatives such as NBA Academy India, the league still needed to establish a deeper connection with everyday Indians.

The real challenge was not awareness—it was relevance and relatability.

The Insight: India Already Moves Like Basketball

Athleticism Hidden in Everyday Play

The creative breakthrough came from observing something incredibly simple.

Across India, children are constantly moving—jumping into ponds, climbing trees, swinging from branches, or leaping across obstacles while playing with friends. These natural movements often resemble the explosive athleticism seen in professional basketball.

In many ways, India already moves like basketball.

This insight became the foundation for “The Great Indian Dunk.”

The campaign captured candid moments of children:

• Jumping into village ponds
• Swinging from tree branches
• Climbing structures and hanging mid-air
• Leaping across natural obstacles

When framed creatively, these everyday actions looked strikingly similar to iconic NBA slam dunks.

The campaign quietly suggested a powerful idea:

If India’s kids already move like basketball players, the next great dunk could come from India itself.

The Creative Idea: Discovering the Dunk in Everyday India

Turning Everyday Moments into Inspiration

Rather than staging dramatic sports scenes, the campaign celebrated authentic, unscripted moments from real Indian life.

Each photograph captured children mid-air—frozen in motion in a way that mirrored legendary basketball dunks.

Interestingly, the images didn’t feature basketball courts or hoops. Instead, they highlighted the raw athletic spirit that naturally exists in childhood play.

Through this storytelling approach, the campaign invited young Indians to imagine something exciting:

• The next basketball star might not come from a professional training academy
• He or she could be playing in a village field or neighborhood street
• The next iconic dunk might already be happening somewhere in India

Instead of promoting a sport directly, the campaign celebrated India’s natural athletic energy.

The Visual Style: Raw, Authentic, and Impactful

Capturing Real India

To bring the concept to life, the campaign commissioned a renowned Indian photographer known for capturing the raw realities of everyday life.

The creative direction focused on authenticity. The images were not staged or overly polished. Instead, they captured genuine moments of movement and emotion.

This approach made the campaign feel honest, relatable, and culturally rooted.

Why Black-and-White Photography Worked

One of the most distinctive creative decisions was the use of black-and-white photography.

In a country famous for its vibrant colors, this choice made the visuals instantly stand out.

The monochrome style helped:

• Highlight motion and physical expression
• Remove distractions from the frame
• Create a timeless and artistic look

Most importantly, it ensured that the viewer’s attention stayed focused on the movement itself, which closely resembled a basketball dunk.

Smart Distribution: Taking the Campaign to the Streets

Rather than relying solely on digital advertising, the NBA adopted a ground-level distribution strategy.

The campaign was placed in locations where young athletes naturally spend time, including:

• Sporting goods stores
• Sports venues
• Neighborhood basketball courts
• Training centers associated with NBA Academy India

Importantly, the campaign reached audiences across tier 1 and tier 2 cities, expanding beyond major metropolitan areas.

This grassroots approach helped position basketball as a sport that could belong anywhere in India, not just in elite urban spaces.

The Results: Changing Perceptions of Basketball

“The Great Indian Dunk” campaign helped reshape how basketball was perceived by Indian audiences.

Instead of appearing as an imported or elite sport, basketball suddenly felt accessible, relatable, and deeply connected to everyday life.

Key outcomes of the campaign included:

• Strengthening the NBA’s emotional connection with Indian audiences
• Encouraging young athletes to explore basketball
• Sparkking conversations about sports beyond cricket

More importantly, the campaign planted a powerful idea in people’s minds:

Among India’s billion-strong population, the next great dunker—or even the next global basketball superstar—could already be out there.

Conclusion

The NBA “The Great Indian Dunk” campaign proved that powerful storytelling does not always require massive budgets or celebrity endorsements.

Sometimes, the most compelling ideas come from observing everyday life.

By capturing authentic moments of Indian childhood and connecting them with the athletic brilliance of basketball, the campaign built a meaningful bridge between India’s playground culture and the global stage of the NBA.

And in doing so, it left audiences with an inspiring thought:

Somewhere in India right now, a child is jumping, climbing, or swinging—
unknowingly practicing their very first dunk.

Credits
Advertising Agency: Leo Burnett Dubai
Client: NBA India
Chief Creative Officer: Kalpesh Patankar
Creative Director: Divyan Kriplani, Kapil Bhimekar
Copy Writer: Farhan Siddique
Art Director: Mohammed Sharique
Photographer: Prashant Godbole

This campaign is about:
NBA Great Indian Dunk Campaign, NBA India Campaign, NBA India Marketing Campaign, Basketball Marketing Campaign India, Sports Marketing Campaigns, NBA Advertising Campaign, Basketball Promotion In India, Sports Advertising, Case Study, Creative Sports Marketing Campaign, Creative Print Ads.

Dabur came up with this beautiful way of transformation and customer interaction to let the brave and beautiful women who have fought cancer come up and share their stories on various digital platforms.

As a result of this, the brand popularity and awareness of Dabur among the customers increased by eleven percent. They were now able to build a solid digital presence and establish a great connection with their customer.

Credits
Advertising Agency: Bruketa&Zinic&Grey, Zagreb, Croatia
Senior Copywriter: Vanja Cinic
Chief Creative Officer: Nikola Zinic
Account Director: Valentina Bugarin
Designer: Matej Vuckovic
Deputy Director, Croatian Institute Of Public Health: Ivana Pavic Simetin

Tags:
Public Health, Health, Public Interest, NGO, Croatian Institute of Public Health, Drinkers Pay Their Way, Awareness Campaign, Alcohol, Case Study

Titled, ‘WT Culture Muscle Finance Study’, the report looks at several shifts in financial matters in consumers culture. The study has several strategic pointers for clients and brands in the financial category (as well as categories beyond finance), seeking a nuanced understanding of the changing context of purchase decisions thereby enabling them to be future-ready and stay relevant to modern-day consumers.

Modern-day Indian consumers look at financial matters differently. Traditionally we are considered a ‘savings’ nation. Now people are waking up to the need to become more financially literate and be wise about investments too. These and several other shifts are emerging in India.

With culture playing a key role in shaping consumption and building brands, Wunderman Thompson (WT) wanted to study the new ‘financial culture’ developing in India. Titled, ‘WT Culture Muscle Finance Study’, WT South Asia’s strategic planning team conducted a syndicated study across genders in the 25-54year age group, amongst 10 cities in India (Mumbai, Delhi, Hyderabad, Ahmedabad, Chennai, Kolkata, Surat, Jaipur, Kochi, and Amritsar) that comprised metros and mini-metros to get an in-depth understanding of the financial culture among modern day Indian consumers. Financial culture impacts not just financial categories, such as banking, insurance, and investments but also purchase decisions across categories which has relevance for clients and brands.

The findings of the study revealed some big culture shifts in modern Indian homes that included joint responsibility in the household on financial aspects, reliance on technology, and the importance of financial education for girls.

Shaziya Khan, National Planning Director, Wunderman Thompson India, who commissioned the study, says, “Financial thinking is undergoing several fascinating shifts and it is important that brands understand and address them. One of them that intrigued me the most was that when the Indian family was more of a joint family, financial decision making was concentrated or nuclear, now when the Indian family is more of a nuclear family, financial decision making is joint.”

Commenting on the study, Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia, says, “The Culture Muscle study is unique as its approach is to find out shifts in the ‘collective’ psychology and attitude of people towards a particular category, in this case ‘money’. We have many clients in the financial services space and to be able to spot in advance cultural shifts in India towards money and investing is of huge importance to them. But cultural shifts in outlook to money are important to other categories too as it affects how India spends. The study, therefore, will be of use to a lot of our clients besides helping us understand the Indian consumer better. This is the second Culture Muscle study that we have done. The first on Foods and Beverages was very well received.”

The implications of the study included new areas of interest for brands to stay relevant to modern-day consumers. These included communicating with new target audiences, building lifetime value for brands with these new audiences through products and innovations, acknowledging and celebrating the complementary roles played in the financial decision by different members of the same household and creating new platforms for activation and education.

Tags:
Agency News, WT Culture Muscle Finance Study, India, Finance, Case Study, Financial Culture

Every day in Israel, ten young adults ages 18-40 find out they are have cancer. Still, the country’s support system does not recognize this age category as a population with special needs.

Quite the opposite in fact. For many of these young adults who are just starting out in life – starting a family, buying an apartment, beginning their careers; getting cancer means getting stuck.

Why? Because young cancer patients (and even recovering young cancer patients) can’t get a mortgage, women cancer patients are not told to freeze their eggs (in spite of what you can imagine cancer treatments may do to their ability to conceive & have a baby) and 60% of them are not hired back to work. For them, getting cancer means getting stuck.

The Stop Cancer association was created to change that and provide a network of support for young adults with cancer. Therefore, in honour of the first ‘Young Adult Cancer Awareness Week’, we launched #TheCancerThatStuckMe.

The idea behind the campaign was to emphasize that while a ‘regular’ 29-year-old, buying his first apartment, life is on track to move forward, the life of another person that same age, who just was diagnosed with cancer, suddenly gets stuck. While he is asked to deal with the disease, once recovered buying an apartment will be an impossible dream as he will not be eligible for any funding or mortgage.

The campaign carried which was carried out on every media platform available, attempts to illustrate our cancer patients getting stuck and began with organic Instagram stories which hit a nerve and spread everywhere as hundreds of celebrities joined our cause and shared their stories. Live prime television broadcasts froze, live radio broadcasts got stuck as did TV Promos, Movie trailers and YouTube pre-rolls. Even Israeli President Mr. Reuven Rivlin voiced his position in support of our goal.

Agency Credits:
Campaign: The Cancer That Stuck Me
Advertising Agency: BBR Saatchi & Saatchi, Israel
Chief Executive Officer: Ben Muskal
Chief Creative Officer: Yaron Perel
Creative Director: Kobi Cohen
Art Director: Gali Divon
Account Supervisor: Moran Darzi
Account Executive: Adva Aviad
Media Strategy Manager: Ronit Shekel
Marcom Director: Eva Hasson
VP Content & Production: Iris Yisraeli
Producers: Livnat Alon
Photographer: Ron Kedmi
Video Photographer: Leehou Porat
Video Editor: Tom Lin
Original Music: Yaya Cohen Aharonov
Studio BBR Manager: Yaron Keinan
Studio BBR: Zehava Gonen Greenberg, Masha Varshitsky, Noam Carmel, Jenny Gindus, Eyal Vinitzer, Gabi Levi Elkayam, Robert Mizikovsky

Stop Cancer Team:
Marketing & Strategic Manager: Adi Muggia
Community & social network Manager: Yifat Mor
Minisite Content Manager & copywriter: Sharon Shinar
Minisite Technical operator: Liran Rozen (Anova company)

Tal Center non-profit organization Team:
CEO & Stop Cancer project manager: Shira Segal Kuperman
Chief Executive Officer of Foreign relations & resources developing: Saar Amir
Operation& publicity manager: Shani Adelshtein
Tal Center Founders: Zohar & Yankale Yakobson

Ben Horin & Alexandrovitz Public Relations Team:
Head of Public Sector Department: Amit Melnik
Team leader: Ortal Elias
Media consultant‏: Yuval Mor

Tags:
Awareness Campaign, Digital, Case Study, Cancer

When you call somebody and if she cannot be reached you hear this standard voice clip play – The person you have called in not reachable”. But now it doesn’t end with this standard voice clip but continues with a voice of some relative of a missing person. The relative asks the callers for their help to reach his missing brother, sister, father, and so on. In the end, the message even directs the callers to the unreachables.com website. The site displays recorded data about thousands of other missing people including their names, ages, and photos. The site also throws light on important information for people as to how they can prevent their loved ones from getting lost.

Credits
Brand: Turkcell
Campaign: The Unreachables
website: https://www.turkcell.com.tr/
Advertising Agency: TBWA\Istanbul, Turkey
Executive Creative Director: Ilkay Gurpinar
Creative Director: Volkan Karakasoglu
Art Director: Melih Oguz
Copywriter: Mesut Yuksel

Tags:
Electronics, Technology, Public Interest, NGO, TBWA, Istanbul, Turkey, The Unreachables, Turkcell, Latest Tech News, Best Innovative Campaigns, Innovative Technology ideas, Best Technology Campaigns

Victory Day is one of the most important days for Russian people. We name entire cities after Second World War heroes their acts of bravery are studied at school, but this year S7 decided to give a chance to every family in the country to celebrate their hero because every family has its own story. So we made a website connected to the national veteran’s archive everybody could find his hero and name one of the S7 flight after him. The info was given to the flight attendant of the flight and the story was told in the sky. 2050 flights were named in 24 hours with 0 media budget.

Credits:
Client: S7 airlines
Campaign: Hero Flight
Website:
Agency: Marvelous
CCO: Artem Sinyavskiy
Copywriter: Misha Snopov
Art Director: Galina Babich
Digital Creative Director: Pavel Gusev
Account Manager: Ekaterina Maslova

This Video is related to:
Film, Russia, transport, marvelous, Russia advertising agency, Radio ads, Second World War heroes, S7 Hero Flight, Case Study, Airlines, S7 Airlines, S7 Flights, Siberia Airlines, air transport, Best On Ground Campaigns, Airline Advertising, Airlines Ads, Victory Day, Best On Ground Activations, Digital Campaigns

The campaign named Girls of Paradise which was done by McCann Paris lead people to empathize with the victims of violence and lead to the landmark decision by the French Assembly in 2016. This was the first national law that was meant to penalize the clients of prostitution.

What is the reality of prostitution?

Women in prostitution everyday face the violence of various kinds from pimps or even clients. Hundreds of cases of extreme violence leading to the murder of prostitutes are registered every week.

What is the reason?

Prostitutes, in most countries, do not have any legal rights. They live like ghost citizens. There are no laws that ensure their protection which leads

What is McCann’s campaign on Girls of Paradise about?

The campaign called Girls of Paradise was revolutionary in spreading awareness about the violence that is perpetrated against prostitutes. They end up becoming prostitutes of both parties ­ the selling as well as the buying. Therefore, this campaign made profiles of all the dead prostitutes and when potential buyers tried to contact them, they were told about the horrific stories of violence that they went through before they were murdered. This arose great empathy amongst people and lead to the landmark judgment which made buying prostitutes illegal. Thus, trying to safeguard their rights to some extent.

What more can be done?

Of course, this is not the end and the world needs to understand the problems faced by prostitutes and make the laws stronger to empower them. This campaign is just a first step towards safeguarding them!

We all need to join hands and work together to end the violence against prostitutes!

Credits
Industry: Charities, Foundations, Volunteers
Media: Digital, Interactive & Mobile, Case study
Market: France
Agency: McCann Paris
Executive Creative Director: Riccardo Fregoso, Julien Chiapolini
Art Director: Christophe Rambaux
Copywriter: Gilles Ollier
Production: Medialab Technology Paris
Producer: Isabelle Créchet

Source: Cancer Uncensored

Brand: Gollo, Cancer Uncensored
Media: Online
Category: Retail Services
Geo: Costa Rica
Advertising Agency: McCann, San José, Costa Rica
General creative director: Brian Maynard
Creative director: Huelander Escalante
Copywriter: Kevin Brenes
Art director: Juan José Ulate
Design artist: Bryan Bertozzi
Producer: Lucía Salas
Post Production: Omar Moreno

They are not allowed to step inside the temple or even touch any idol, no entering the kitchen or touching the drinking water or watering the plants, lest they pollute it with the negative energy they are emanating while on their periods. In some families, the menstruating female member is confined to a separate room, ensuring she does not come into contact with anything or anybody in the family. So deeply ingrained is this in our society, that we tend to ignore it and move on.

But women continue to suffer in their ignorance and inaction, while not having the freedom to choose better for themselves. Whisper, the sanitary napkin brand from P&G is out to restore that freedom in ‘Touch the pickle’ – a campaign designed to bust period taboos.

Whisper’s Touch The Pickle campaign, developed by P&G India and BBDO India, has won the Glass Lion Grand Prix at Cannes International Festival of Creativity.

Announcing the End of Period Taboos | #TouchThePickle

For years, we have been hearing many “Don’ts” during period days.
When you don’t let anything else stop you, why let these taboos hold you back?

My Touch The Pickle Moment

79% chemists themselves wrap sanitary pads in the newspaper!
Watch this video to find out how a girl just like you breaks free from this period taboo.