MUMBAI: This is with reference to the campaign the NBA and Sony Pictures Networks (SPN) ‘Swag Ka Khel’ launched today that is aimed specifically for the Hindi-speaking audience in the country.  The campaign, when translated, means ‘the sport with swagger’, aims to reach out to and engage the audience who have Hindi as their primary language.  

The 360-degree marketing campaign rolled out across television, radio, outdoor, online and on-ground activation across the following fourteen cities - Pune, Nagpur, Nasik, Ludhiana, Amritsar, Jalandhar, Chandigarh, Gurgaon, Faridabad, Ahmedabad, Surat, Vadodara, Lucknow, Kanpur.  This campaign will further amplify the opportunity of widening the popularity of the league in the regional markets. 

A result of increasing engagement levels recorded of the Hindi in-game commentary, launched during the playoffs NBA 2016-17 season, ‘Swag Ka Khel’ will comprise of an on-ground experiential zone at prime locations to provide a peek into the world of NBA.  The interactive zone is focused on growing and eliciting participation in basketball by combining exciting competition with interactive virtual reality games as well as contests designed to engage the visitors and grow the NBA’s fan base.  A local basketball trickster, an NBA legend, a dance team and mascot, will travel to select cities to engage with fans.

NBA’s campaign for the Indian market is focused on creating awareness and relevance to the audience who enjoy NBA Games in Hindi. There has been a significant rise in the viewership since the launch of the Hindi commentary, especially on prime-time Sundays. A total of 45 NBA matches have been telecast with live Hindi in game commentary on the SONY TEN 3 channels so far.

The NBA games with Hindi commentary airs every weekend on SONY TEN 3 and SONY TEN 3 HD channels and the network will continue to broadcast daily and weekly NBA studio shows and integrate highlights as well as daily content from NBA TV, including team previews and recap shows.