Instead of riding on the euphoria by placing passive spots, here was an opportunity to be part of the Euphoria itself. The 20-20 world cup (which India won) celebrations saw the birth of the idea taking shape. Everyone was interested in seeing pictures of celebrations on ground and many depended on news channels for the same. The opportunity was used to embed the anthem into the content, adding joy and colour to the occasion without any intrusion. This was sold to the channels as a value addition to their content, positioning it as a cricket anthem. This was the most non intrusive form of creating branded content. While the content had no mention of the brand, everyone who watched the telecast could easily establish the connection. Research also corroborates the same.

A 3 city research showed 87% of the respondents correlating Visa’s cricket association. It was also heartening to see the respondents actually reciting the anthem word by word.