The adidas Sachin Crossword was executed in leading national dailies so it reached a large number of people. The Crossword was also executed in the form of newspaper inserts and flat mail which were disseminated using our database of adidas users. Together, they threw the challenge open to the widest fan base, giving the activity a lot of visibility. So everyone had a fair chance of winning the prized adidas bat. Needless to say, it was much talked about.

The activity garnered a lot of curiosity and excitement. Because everyone in India professes to be Tendulkar’s most loyal fan and this was an opportunity for them to see how much of that was true. Over 50,000 people took part in the challenge. Only 11,447 managed to crack it. Of them, the first 200 fans to submit their entries won the prized tri-colour adidas bat. A memory they’d cherish forever. To the rest, it was a walk down memory lane.