Earlier this month, the National Basketball Association (NBA) announced the launch of ‘Nets for Change’, a campaign to repurpose discarded underwater fishing nets at basketball courts in India. The discarded nets, which pose a threat to marine ecosystems, are being repurposed as basketball nets at courts that are missing a fundamental element of the game – a functional net.

exchange4media spoke to Murtuza Madraswala, Head of Marketing, NBA India, about the campaign, the sports league’s strategy for India, and other balls in various courts.

“Abandoned underwater fishing nets, or ghost nets, have been plaguing our seas and oceans, threatening a host of marine species. And with basketball courts across the country missing functional nets, we saw an opportunity to make a difference. That’s how ‘Nets for Change’ was born – an NBA initiative to repurpose discarded underwater fishing nets and give them a new lease of life on neighbourhood basketball courts,” he says.

Along with the Leo Burnett MEA team, NBA India collaborated with local fishing communities who worked alongside our dive teams.  “This enabled us to access the primary routes of fishing trawlers, where discarded nets are most prevalent.  Furthermore, we also conducted clean-up efforts at two of Mumbai's largest beaches, Versova and Madh Island, along with the local fishing communities in those areas.”

Why fishing nets in particular? According to Madraswala, “With ‘Nets for Change’, our aim is to engage diverse audiences to raise awareness about the critical issue of pollution caused by ghost nets. This includes the basketball community across the country; the existing and potential players and fans, as well as relevant corporate stakeholders that are looking to expand their efforts in this space. Together, we hope to make an even bigger impact across India and the world, one hoop at a time.”

On the shores and off the courts, Madraswala and his team have plenty going on, in their efforts to engage with potentially the largest consumer/viewer market for basketball outside its country of origin.

“One of our key objectives is building and engaging with fan communities in India.  We’ve therefore embraced a digital-first approach, a cornerstone of our marketing strategy, recognizing that our audience predominantly resides in the digital realm. Equally vital is our commitment to authenticity, whether it's collaborating with basketball enthusiasts like NBA brand ambassador for India Ranveer Singh, or other influencers from the diverse basketball community,” he says.

“All our endeavours in India, whether it’s grassroots initiatives, expanding the availability of NBA games and programming, bolstering our presence in the lifestyle space or delivering authentic experiences, are centred on fostering basketball's growth in the country, and adapting to what our fans need and want,” says Madraswala, saying his organization strongly believes it is important to get kids playing and learning from sport at a young age, and we are seeing more and more youth interested in playing basketball. 

“We are also transforming the way fans experience the NBA, offering them multiple touch points to connect with the brand,” he says.  Beyond live games, NBA will continue producing a variety of original, localized content, expand its presence in esports and fantasy gaming, and strengthen their merchandise offerings to provide a rich and immersive NBA experience.

“Lastly, we’re also looking to continue building a community of fans who connect and share their passion for the sport both on and off the court, and grow NBA Style, our lifestyle-focused Instagram platform which showcases the many ways that the league and its players influence, and are influenced, by music, fashion, art and entertainment.  Our aim is to continue pushing the boundaries of fan engagement through 2024 and beyond,” says Madraswala