Branded Entertainment is quite advanced in India today with major brands like Coca Cola, Pepsi, Nike, etc. regularly sponsoring content on TV and Films. The rules are quite clear. Products cannot be quietly sneaked into content without making suitable payments.

Most Branded Content in India is Reality Shows, Song and Dance contests , music shows and General Entertainment Shows.

-Throughout his illness, Yuvraj never once questioned fate or asked " Why me?" We made this the theme of our Television commercial which launched the campaign.

- On Twittter, Yuvraj asked for others to share their bounce back experiences in a contest called lifekaballa which got amazing response.

- The Print ad was a long copy philosophical ad with the headline " Why me?"

- This was supported by Outdoor with the same message.

- Activation - throughout the campaign, Yuvraj visited hospitals to give hope to others who were going through an experience like him.

- Branded Content. A 3 part documentary called Zindagi Abhi Bakki Hai ( Life isn't over yet) ran on Tv. People were glued to their TVs on 3 consecutive Sunday mornings enthralled by the story of the young cricketer who came back from the jaws of death to take on the world again.

The documentary ran on 3 consecutive Sundays on the TV Channel Colors - a general entertainment channel which normally runs highly popular family soap operas.

But even among these popular shows our documentary had high viewership figures.

The program's reach was 734000. The Birla TV commercial which ran on the program had high GRP's of 5.12.

However, the most important result of this documentary cannot be quantified. The story gave hope to hundreds, and to date Yuvraj Singh gets stories from ordinary people in India who tell him how his story as seen in 'Zindagi Abhi Baaki Hai' inspired them to fight back from a low point in their life.