Truth: Everything is larger than life during Diwali.

Story: Diwali (popular Hindu festival) meets Facebook Live (popular social media platform) meets Zakir Khan (popular Muslim stand up.)

Presenting Diwali Dhanbola - the biggest online tambola (bingo) game ever! In true Diwali fashion, we married this game of chance with shopping, stand up, music and entertainment.

Every purchase on eBay gave the user a bingo ticket. The more you shopped, the higher the chances of winning. e.g. INR 5000 and above got you a Golden Ticket that had some numbers already stricken off.

Now to the pièce de résistance.

This entire activity was packaged as a Diwali party hosted by Zakhir Khan, a popular stand up comedian, who happens to be Muslim. With the audience getting a front row experience to this event via Facebook Live.

Once their Diwali sale kicked in, eBay sent out mailers surprising their customer base with Dhanbola (bingo) tickets. There were 3 levels of tickets - Bronze was base level, Silver was for people who shopped for a certain amount and these tickets already had couple of numbers crossed out. To get your hands on the Golden ticket, which had a few numbers crossed out, you had to shop for a higher amount.

'How to Play Dhanbola' posts and gifs were populated on the brands social platforms.

A microsite was created for ticket holders to register their tickets and become eligible participants. 5.6 million tickets were distributed.

Pre-buzz: 1st Week of October

Live Event: 2 and 1/2 hour event on 25th October, 2016

Post chatter: until 29th October, 2016

This was India's 1st ever Facebook Live Tambola.

We brought in Zakhir Khan, a popular stand up comedian, who happens to be Muslim to host a traditional game of Tambola via Facebook Live.

Over 5.6 million tickets were distributed.

The Facebook Live garnered over 28,000 unique viewers.

A total of 175 days of content consumed in 150 minutes.