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When The Bull Ring, a new five-a-side football arena in Bangalore, sought to establish themselves, they faced a unique challenge -- their pitch wasn't big enough.
So I decided to use the size of the pitch, or rather the lack of it, to our advantage.
I positioned The Bull Ring as a street-football arena, one you'd normally find in a Brazilian favela, and themed a set of street-side rules inspired by the defining traits of famous footballers.
The Rules were used both to promote The Bull Ring on social media and as physical billboards around the arena.
In a month, The Bull Ring was the go-to spot for footballers
in and around Indiranagar.
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