Sports drink Gatorade releases TVC with core belief 'Win from Within'

As the Commonwealth Games 2018 commenced in Australia (Gold Coast), sports drink brand Gatorade released a new TVC bringing alive the truth of sweat replenishment. The commercial is a reflection of Gatorade enabling athletes to win from within by providing the right balance of fluids, carbohydrates and electrolytes.

Gatorade has been powering its brand ambassadors, ace badminton player PV Sindhu and javelin thrower Neeraj Chopra to push their limits at the CWG this year.

The film features a runner at two different stages of his training connected by a Gatorade bottle that has been metaphorically placed as a baton between the sweating and the replenished athlete. Therefore, the film reflects Gatorade refuelling athletes, pushing them to train harder and perform better.

In line with Gatorade’s core belief to ‘Win from Within’, the new TVC cuts across all barriers of countries and language to resonate with every athlete participating in the Commonwealth Games, pushing their own limits to strive until the finish line.

Senthil Kumar

Senthil Kumar, Chief Creative Officer, JWT India, said, “If there are two words that describe the product truth of brand Gatorade, it is ‘Sweat Replenishment’. And the new TVC brings alive this truth like never before. We conceptualised the idea of the Gatorade bottle being the baton between the sweating athlete and the same replenished athlete, which cuts across all barriers of language to highlight the brand truth of the instant sweat replenisher. The simple but stunning execution is designed to drive the key brand promise across point of sale, digital and television mediums.”

This film has been directed by Senthil Kumar, Chief Creative Officer, JWT India with sports photography specialist Sam Mohan as the DOP and Dhruv Ghanekar as the music director.

PepsiCo India has built an expansive beverage and snack food business in India. Its diverse portfolio includes brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.

The TVC:

Credits:

Creative Agency: J. WALTER THOMPSON

Chief Creative Officer: Senthil Kumar

Senior VP & Managing partner: Varun Channa

National Planning Head: Mythili Chandrasekhar

Executive Business Director & VP: Ritu Nakra

Executive Creative Director: Priya Shivakumar

Sr. Creative Director (Copy): Sameet Ali Soni

Sr. Creative Director (Art): Rahul Bhojraj

VP, Strategy Planning: Arnab Datta Chaudhuri

Brand Director: Dev Dutt

Film Director: Senthil Kumar

Cinematographer: Sam Mohan

Music Director: Dhruv Ghanekar @ Wah Wah Music

Editors: Priyank Premkumar & Dev Nayak

Post Producer: Debjan Basu

JWT Films Head: Mandeep Singh

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