Timing of Nike 'Bleed Blue' Campaign

Nike " Bleed Blue" Campaign initiative is a unique nationwide campaign that aims to fuel the passion of the Indian cricket fan and encourages him to express solidarity to the Indian Cricket Team.
This campaign is across all touch points like social media, retail stores. But, the point which want to bring across is that Nike was really going aggressive in advertising on the day of INDIA-AUSTRALIA match . This is a clear case of of how different media vehicles are integrated before the most crucial INDO-PAK match.
I think Nike has been successful in timing their "Bleed Blue" Ads. I am sure semifinal match will be full of these commercials . Mind you the advertisement slot rates are as high as 18 Lakhs/ 10 second slot