This submission demonstrates how a media team can shape the way a brand behaves and connects with people, not just decide where advertising is placed.Michaelides & Bednash had the idea to connect cricket with a cultural celebration and create a new social experience of the sport.

M&B developed the media strategy of surrounding people with authentic experiences of contemporary Indian culture. We developed all of the initiatives and negotiated all the brand partnerships.

M&B worked with all the creative teams to make sure each execution was true to our vision of an authentic Indian celebration.