Diageo’s Royal Challenge Sports Drink has launched its #ChallengeAccepted campaign conceptualised by DDB Mudra Group, taking on gender-based stereotypes in cricket and putting the spotlight on a world of equality that will lead to a better tomorrow both on and off the field.
In the TVC, Mithali Raj, Harmanpreet Kaur and Veda Krishnamurthy from the Indian women cricket team and Virat Kohli come together to say that ‘A day is coming where the world needs to become equal’ and urges fans to accept the challenge to break the barriers in their mind and to see men and women’s cricket as one game and one team not divided by gender.
The campaign challenges the belief that women and men’s cricket is not on a par because of the perception that women are not as strong, as fast, or as fit as their male counterparts who rally bigger crowds and fanfare.
To break the myth, Royal Challenge Sports Drink is asking people to support the first-ever mixed gender T20 match that the brand will organise with women cricketers and the Royal Challengers Bangalore team.
Voicing his support for the campaign, RCB team Captain, Virat Kohli, said, “Be it men or women, cricket is one game and I want to urge the fans to break the boundaries that exist in their mind and divide the sport by gender. Equality in sports is ultimately a reflection of equality in life and if we want a better tomorrow, then we need to say #ChallengeAccepted and start breaking down all stereotypes.”
Speaking about the campaign, Mithali Raj, captain of Indian Women’s Cricket Team, said, “Over the recent years, women’s cricket has made a lot of progress in terms of earning respect from fans and experts but the playing field is still not equal and the true difference is seen when there is parity in opportunities, salaries, coverage and fan support.”
Talking about the campaign, Amarpreet Anand, Executive Vice-President and Portfolio Head, Diageo India, said, “We believe that it’s a cause worthy of a conversation in culture and we are supporting the first mixed gender match with international cricketers. We are rolling out a full 360-degree activation plan supported by like-minded influencers and the RCB cricket team.”
Vishnu Srivastav, Creative Head at DDB Mudra South and East added, “We wanted to create a campaign that challenges the world to move towards a more progressive and inclusive space for women, in sports and life. And we’re just getting started.”
Client: Royal challenge sports drink
Agency credentials: DDB Mudra Group
Business Management: Aditya Kanthy, Sujay Ghosh, Namrata Bohre, Vanaja Pillai, Vidhu Vinod, Arko Majumdar, Bilal Hasan
Creative: Rahul Mathew, Vishnu Srivatsav, Vijay Joseph, Sukanya Subramaniyan, Jamuna Poovaiah, Sruthin Kc, Clare Joseph, Saloni Agarwal, Shrishti Dixit, Devika Dutt
Account Planning: Amit Kekre, Maithili Nair, Sneha Kanukolanu, Ayush Roy
Media & Collaborations: Karan Wohra