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The NBA is making an impact on sea and land by introducing a meaningful initiative, titled, “Nets for Change”, created in collaboration with Leo Burnett Dubai and Publicis Groupe Middle East agencies.
Abandoned fishing nets make up 80% of marine debris in India, deteriorating marine life and their natural habitat. While on another front, abandoned basketball nets abound in courts across India, hence demising the opportunities for basket ball fans to play, practice and enjoy the game, probably leaving many hidden talents unseen.
These two realities triggered a genius idea. With ‘Nets for Change’, the NBA started recycling discarded fishing nets to create basketball nets across India, making dreams possible for aspiring young girls.
To launch “Nets for Change” a moving film titled JUMP tells the story of a young girl, Ananya. In spoken word poetry, she tells her journey of taking the leap out of her existential reality to her deserving reality, much like the nets that got their chance to leap out from being abandoned and neglected to being purposeful and meaningful. We follow her from her learning to play basketball, to striving in her pursuit for excellence and eventually, competing with other young teenage girls like her.
An original soundtrack titled “Udh Le” (“Go Fly” in Hindi) was composed specifically for this film and is on Spotify too.
This initiative is a dual impact initiative as it aims to revive India’s seas and marine habitats, one neglected net at a time, and it is also enabling young female talents, one neglected hoop at a time.
CREDITS:
Brand: NBA India and NBA
Head - Marketing, Content & Communications: Murtuza Madraswala
Senior Manager - Brand & Digital Marketing: Rahul Palan
Creative Agency: Leo Burnett Dubai and Publicis Groupe MENAT
Chief Executive Officer - Publicis Groupe: Bassel Kakish
Chief Creative Officer: Kalpesh Patankar
Chief Strategy Officer - Publicis Groupe: Tahaab Rais
Senior Creative Director: Divyan Kriplani
Head of Production: Shereen Mostafa
Senior Producer: Upasana Kumar Arora
Chief Executive Officer: Nathalie Gevresse
Business Lead: Vicky Kriplani
Head of Strategy & Insights: Aakriti Goel
Manager - Strategy & Insights: Ana Julia De Oliviera
Production Company: LIWA Content.Driven
Founder and Executive Producer: Sagar Rege
Film Director: Tahaab Rais
Writer and Script: Tahaab Rais
Cinematographer: Satchith Paulose
Senior Producer: Shweta Sandeep
Post Production: Islam Muhamed
Sports Choreographer: Dhruv Panjuani
Underwater cinematographer: Sumer Varma
Diver and dive team lead: Dev Saighal
Line Production: Jumping Jack Films
Producer: Kapil Tyagi
Chief 1st AD: Bhavna Gautam
AD team: Mellita Sequeira, Hitesh Chauhan
Art Director and Production Design Lead: Tanisha Goswami
Costume and Stylist: Twishha Ganjoo
Editing: Cold Cutz
Editor: Neda Zag
Soundtrack ‘Udh Le’ Composers: Raghav & Arjun
Sound Engineer: Chester Misquitta
Grading: The Mill
Colourist: Nicola Gasparri
Recording Studio: Emerdjence
Vocals: Meba Ofelia
Voiceover: Meba Ofelia
Manager: Imti
Sound Engineer: Gregory
