CHALLENGE: To launch the Nike blue jersey as the uniform of the nation and deepen the Nike relationship with the sport and its athletes across the streets & stadiums of India.TARGET: Millions of Indian cricket fans & Non Resident Indians who follow the game of cricket.

IDEA: One expression to unite the nation behind the national team, inspiring every Indian to express their individual support and Bleed Blue for India.EXPRESSION: Millions of Indians raised their hands to post blue handprints and painted their faces, bodies, walls, communities & profiles blue on ground and online.Athletes, fans, street artists, commentators and spectators launched their own bleed blue expressions before every Indian match and post match online.The campaign seamlessly integrated outdoor, events, tournaments, fan challenges, online posts & films to inspire the collective soul of the game in the streets and stadiums to Bleed Blue.

IDEA : 03 BOOKS THAT FLIPPED THE GAME ACROSS A THOUSAND DIFFERENT STREETSSpecialist documentary photographers were commissioned to shoot cricketing action across hundreds of Indian streets, gullys & playgrounds where the game is on 24x7.

From over 4000 still frames that were captured, only the best action made it to the books. Each page features a different frame of a bowling action, batting action, fielding action or a running action but seamlessly flips through the endless battle between bat and ball across different streets.Because 22 yards is where today's heroes are made and tomorrows legends are born.

These 03 books were wrapped in the New Team India Blue jersey with 03 stars and given out to the World Champion Athletes of Team India and were also available at Nike retail stores across India.RESULTS:Several reprints of these Nike Yards flipbooks have been ordered.Nike India jerseys SOLD OUT on all India match days with an overall 100% sell through.25% increase in sales during the campaign period.Nike is the most recalled brand in the sport by the cricket crazy youth of India.Voted the No.1 Campaign of the 2011 world cup by National media.