On a limited budget, we created a multi-channel campaign starring Mandeep and Sharvarish, the proprietors of a sports merchandise store where they play SNY all day and deal with New York’s overly passionate sports fans. TV commercials, a microsite, personal appearances at Mets games, fake storefronts, plus a Facebook fan page helped secure SNY’s place as the premiere network for all things NY sports and made Mandeep and Sharvarish cult icons.