How does a new entrant beat the viewership of the world’s largest video portal (YouTube) to attract viewership for an event with depleting viewer interest? The solution was to grow viewership by shifting focus from 1. PCs to handheld devices 2. ‘Complimenting’ the TV screen to ‘supplementing’ it and 3. All cricket viewers to youth. How did we do it? By giving the youth what they wanted most, a distraction. A distraction to escape from the exasperating situations of their lives. Our Omni-channel campaign helped us grow viewership by 81 per cent.