The campaign runs primarily on youtube A user uploads a video of a budding athlete making a small change in the world, but a big change for himself or people around him. Make his presence felt on various social networking sites, and make him the unofficial brand ambassador.● Facebook and twitter are used to promote content as well as building links and customer interaction. Facebook is used to promote viral videos, UGVs, content and for customer services. Twitter is used for back link, content and customer services.● Campaign also runs on mobile devices with the ease of uploading amateur videos