India is a journey you can’t complete in one lifetime.

And yet, Nike Cricket sets out to capture the parallel journeys of a billion Indians through the daily rituals of cricket crazy youth and the current world champions, the Indian national team athletes.

This film is an authentic commentary on the parallel journeys of India’s bloodline, which is not just 15 players on the bench but A BILLION STRONG.

The idea was to capture the fact that at any point in time, every day, the journeys of the current world champions of the game run parallel to the journeys of millions of cricket crazy youth across the country.

The epic executions across Live Television, DTH Satellite TV, Live Online Updates & Parallel Journey Updates celebrated the common thread between these parallel journeys, capturing the pursuit of greatness in the many parallel worlds of India’s cricket crazy bloodline.

The Media team ensured that Nike Parallel Journeys was the last commercial before India's fielding game began in the 2012 world cup live telecast on ESP Star Sports and Star Cricket. This strategic media placement of the TVC ended seamlessly in India's lead strike bowler Irfan Pathan running up to bowl India's first ball in the big game. The fact that the same bowler - Irfan Pathan was also running up among the various parallel journeys captured in the film, helped deliver a unique innovation where commercial met content and dreams became reality on LIVE Television. Vividly demonstrating that the culmination of every parallel journey across hundreds of cricket crazy Indians was indeed the Nike Team India Blue Jersey. #Bleed Blue

10 Million + Viewers of Live TV were held captive by the big moment of India's first ball in the 2012 Cricket world cup. Nike Parallel Journeys broke into India's first ball in the World Cup, with an innovation in sound design that seamless transformed the commercial into live content.

And many viewers called in to describe the unique experience calling it a revolutionary idea to merge advertising with real life. Thousands could not tell the difference between the Nike commercial and the live telecast, helping deliver a unique innovation.

The innovation created phenomenal social network and online conversations.