Adidas and TBWA India celebrate cricket legend Sachin Tendulkar's birthday with a salute to the cricket-crazy kids in Mumbai, who live in a concrete jungle with no space available to play the sport. Often, kids look for little strips of land between buildings to act as a pitch -- so the agency added a "new feature" to the city's streets -- a poster that doubled up as cricket stumps. Those were pasted onto alleys, corridors, on the backs of cars and every other possible piece of land, turning urban landscapes into cricket pitches.