USL wanted to rise above the concept of promoting only Royal Challengers its own team and adopted the concept of cheering for the game itself. Under the banner of Mac Dowells No.1 sode. A signature drive via a huge cricket bat was initiated and people were asked to write a message for their favourite team on the bat. Needless to say the activation generated considerable mind share while gaining via its IPL association.

IPL with the Royal Challengers