The goal was to make badminton a phenomenon in a cricket-crazy nation. This particular league was the first of its kind and so the challenge to make it go viral was a tough one indeed. We built this campaign from the ground up with live coverage of auctions and matches. A TVC called Net Lagao Pyaar Badhao went viral because of Twitter and a retweet from Salman Khan. We developed a property called Shuttle Express which was an initiative to evangelize badminton through schools in the pre-IBL phase. A Support Your Star App that enhanced engagement on FB. Our efforts came to fruition with 5L total website visits, 27K visits per day, 90K visitors to ticketgenie, FB fans from 1K to 1L, Youtube videos got over 7L hits, and 2.6 cr impressions for display ads.