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One Billboard. One Night. 15 Million+ Views.
It was supposed to be a normal IPL match — until it wasn't. It was 10 PM when one of the major batsmen got hit-wicket out during an IPL 2026 Qualifier match. What followed was meme pages reacting, the internet going crazy, and jokes flooding every corner of social media. What was supposed to be a laughable moment quickly became a marketing brief for us. And yes, a second hit-wicket followed in the next match, but by then, we had already moved.
1. We Believe in Agility
We knew we had to utilise this moment to its absolute best for Fevicol and we didn't take long to find our answer. Brief locked in 30 minutes. The hit-wicket happened at 10 PM and by 10:30 PM we were already in motion, because that's how fast we move at Schbang.
2. The Idea
A billboard. The moment the idea was locked, everything moved simultaneously. The client was pitched, approval came in and the design was already in motion. Ideation and execution weren't sequential for us; they ran in parallel. But locking the idea was only step one.
3. Precise & Strategic
Step two was finding the right location and this is where our team went above and beyond. At 11:45 PM, the answer was clear. The IPL Final 2026 was taking place at the Narendra Modi Stadium, Ahmedabad, the world's largest cricket stadium, so we placed our billboard right outside it. Because the right move is never to chase your audience; it's to show up exactly where they already are.
4. The Action
Another city, while operating from Schbang HQ in Mumbai. But we have our networks. By 12 AM our vendor was connected and the deal was done, by 1 AM printing had begun and by 3 AM our billboard was printed, installed and waiting to greet every cricket fan walking through those gates. At Schbang, we don't just make plans, we make things happen.
5. The Morning After
As fans started arriving at the venue, they slowly began to notice the billboard and once they did, they couldn't walk past without chuckling. Meme pages like @voompla, @adultsociety and @laughtercolours picked it up and it spread like wildfire. We're proud to share that this one overnight billboard earned 15M+ organic video views and leveraged a cultural moment exactly the way it deserved. What started as a quick brief at 10 PM saw its success play out the very next morning, online and offline.
Want your brand to move at the speed of culture?
At Schbang, we are a boutique, agile media team that operates on instinct, moving before anyone else sees the moment. Think of us as your sharpest second point of view, one that hunts for smarter buys, unexpected placements and moments that earn far more than they cost.
Reach out to us at bd@schbang.com
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