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Royal Challenge Sports Drink asks youth to make choices beyond boundaries

The campaign, conceptualised by DDB Mudra, ropes in Virat Kohli to send out the message, 'Agar bold nahi khelenge, toh kabhi na jaan paayenge'

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Royal Challenge Sports Drink asks youth to make choices beyond boundaries

Royal Challenge Sports Drink asks youth to make choices beyond boundaries

The campaign, conceptualised by DDB Mudra, ropes in Virat Kohli to send out the message, 'Agar bold nahi khelenge, toh kabhi na jaan paayenge'

BestMediaInfo Bureau | Mumbai | December 27, 2016

RC_Virat-Kohli Click on the Image to watch the TVC.

Royal Challenge Sports Drink has unveiled its new campaign starring Indian cricket's wild child Virat Kohli. The campaign encourages the youth to make bold moves by giving out the message 'Agar bold nahi khelenge, toh kabhi na jaan paayenge'.

The campaign is built on the insight that millennials today are becoming increasingly individualistic and on this bold journey if they manage to overcome the fear of social stigma, failure etc., then nothing can hold them back.

Conceptualised by DDB Mudra, the TVC features individual stories of real-life challenges and mental battles that many people would have encountered and how they decided to make a bold move. The stories include a man trying to quit his job but who is held back by fears and apprehensions and two lovers who can't seem to get together due to society and its norms. The campaign is being launched with an open letter by Kohli who encourages people to be bold and fearless by saying, “Kise pata kal hum kaun si manzil, kaun se mukaam paayenge? Par ek baat zaroor hai -- agar bold nahin khelenge, toh kabhi na jaan paayenge.” The visuals are accompanied by a great soundtrack.

On getting Virat Kohli on-board for the campaign, Subroto Geed, Senior Vice-President, Marketing, United Spirits Limited, said, “The purpose of Royal Challenge Sports Drink is to inspire the spirit of taking on life – which is about being bold, stepping out of your comfort zone and making choices that are not defined by boundaries which others create for you. Virat Kohli is one of India's biggest icons and he truly embodies this bold spirit -- both on and off the field. Through Virat we hope to build a strong resonance for the campaign message and build the desire to live bold in the DNA of the country's youth.”

Sonal Dabral Sonal Dabral

Commenting on the campaign, Sonal Dabral, Chief Creative Officer, DDB Mudra Group, said, “These times are full of opportunities for everyone but opportunities also bring insecurities and a paralysing fear of failure. This is where Royal Challenge Sports Drink comes in. It inspires us to take risks, it inspires us to be unafraid to walk alone. In this TVC, Virat, the champion risk taker, questions a world that would have them rather stay safe than venture into the unknown. The film, inspired by real challenges and Virat's own exploits as a cricketer, throws the proverbial spanner in the works, questioning the predestined journey we're on, and signs off by gently suggesting that the path less taken is the only path worth taking. Asking us to play bold. It's been not only exciting but truly inspiring working on this film.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/12/RC_Virat-Kohli.jpg

Credits:

Client: United Spirits Limited

Brand: Royal Challenge Sports Drink

Agency: DDB Mudra

President and Managing Partner, DDB Mudra South and East: Ranji Cherian

Creative: Sonal Dabral, Vishnu Srivatsav, Vijay Joseph, Premnath Alayil, Kavita Mohandas, Arun K, Sukanya S

Account Management: Sujay Ghosh, Prabha Alexander, Nikhil Ail, Vivek Ranganathan

Account Planning: Suchitra Sukumar, Saumya Tyagi

Production House: Storytellers

Producer: Zina Khan

Director: Arun Gopalan

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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