We tied up with 342 cinema halls across the top 25 cities.

And used Amitabh’s trademark baritone to command the entire nation to stand up for their national anthem and to tune in to the show later that evening.

We even did this in states where the pre-movie anthem was not mandatory - taking a lot of people by surprise

23.5 million people tuned in to watch the launch show on the day of the T20 cricket world cup finals. The show delivered a rating of 4.08 in HSM markets with a 12% increase in the average viewership rating for the entire season. The channel surpassed the unbeatable champion of 100 weeks establishing itself in the number 1 slot in the GEC category as well as against every other TV channel in the country. And yet our biggest achievement remains this, in a country that worships cricket, you can still lure the faithful with a single command from big boss.