A new, integrated digital campaign from Gatorade India celebrates badminton star and Gatorade athlete endorser Pusarla Venkata Sindhu’s victory at the 2019 World Championships with a focus on ‘sweating gold’.
The hero film, conceptualised by Wunderman Thompson and released in August, commemorates the win when Sindhu bagged gold at the BWF championship by beating Japan’s Nozomi Okhura and showcases Sindhu’s determination and grit and revolves around the idea that she is not satisfied with silvers, but rather sweats her way to gold.
The video ran across all of the brand’s online and social platforms.
Congratulations @Pvsindhu1 for winning the World Badminton Championship!
Gatorade rehydrates, replenishes and refuels what you lose when you sweat. And sweat turns Silver to Gold!! #NothingBeatsGatorade #SweatMore #BWF #worldchampionship #badminton pic.twitter.com/gkuYzsKPw1— Gatorade India (@GatoradeIndia) August 25, 2019
“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 a silver to the gold and it makes us a proud partner in optimizing her performance by helping her maintain the right fluid balance,” commented Tarun Bhagat (director-marketing, hydration and Cola, PepsiCo India).
“PV Sindhu truly personifies the spirit of the brand through her determination and winning attitude.”
Gatorade appointed Sindhu, an Indian professional badminton player who made her international debut in 2009, reached the world number two ranking in 2017 and has won medals at numerous tournaments on the BWF circuit as brand ambassador in 2017.
The campaign was created for Gatorade India by a team from agency Wunderman Thompson which included Chief Creative Officer Senthil Kumar, Business Head Ritu Nakra, ECD (Copy) Udayan Chakravarty and ECD (Design) Dushyant Chopra, plus Creative Director and Copywriter Amish Dash Sabharwal and Client Service Director Aditya Vyas.
Links:
Gatorade India
https://www.youtube.com/user/GatoradeIndia
https://twitter.com/gatoradeindia
https://www.facebook.com/GatoradeIndia/
Wunderman Thompson
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