As the country vows to take up a fitter lifestyle under the ‘Fit India Movement’, PepsiCo India’s sports drink brand Gatorade released a digital film to commemorate the victory of its brand ambassador PV Sindhu. The ace shuttler created history by becoming the first Indian to win the BWF championship by beating Japan’s Nozomi Okhura 21-7, 21-7 in just 38 minutes in a one-sided final last week.
Gatorade has been enabling Sindhu’s performance since she came on board as brand ambassador in 2017. P.V. Sindhu visited the Gatorade Sports Science Institute (GSSI) at Baltimore, USA, where she underwent the ‘Sweat Test’. The findings of the test were used to work on her hydration, training and match-day nutrition needs to power her through the World Championship.
Tarun Bhagat, Director, Marketing, Hydration and Cola, PepsiCo India, said, “I congratulate PV Sindhu for her win at the BWF World Championship on behalf of the entire Gatorade team. We have watched her train rigorously to take herself from silver to gold and it makes us a proud partner in optimising her performance by helping her maintain the right fluid balance. PV Sindhu truly personifies the spirit of the brand through her determination and winning attitude.”
The campaign has been conceptualised by J Walter Thompson India.
In line with Gatorade’s philosophy of ‘Sweat More’ powering athletes to strive harder, the digital film is a celebration of its brand ambassador, PV Sindhu’s determination and grit. The new film showcases the hard work and rigour that prepares an athlete for a championship. One can see Sindhu’s determination as an athlete, by the way she trains, pushes her limits. She then refuels herself with the help of Gatorade and shuttles again, this time around she emerges victorious and turns her hard work and sweat to gold.
Client: Gatorade, PepsiCo India
Creative Agency: J Walter Thompson India
Chief Creative Officer: Senthil Kumar
Business Head: Ritu Nakra
ECD (Copy): Udayan Chakravarty
ECD (Design): Dushyant Chopra
Creative Director and Copywriter: Amish Dash Sabharwal
Client Servicing Director: Aditya Vyas