With the ICC T20 World Cup and IPL around the corner, liquor brand Royal Challenge is all set to inspire the Indian cricket team with its recently-released ‘Play Bold’ anthem for its range of sports drinks. Conceptualised by DDB Mudra, the campaign focusses on the modern-day young Indian who is ever ready to step out of his/her comfort zone and make bold moves.
The anthem has been released during this cricket season echoing the voice of the nation in order to cheer and support the Indian cricket team. Bollywood music composer Salim Merchant has created the music for this anthem and Vishal Dadlani has lent his voice for it. The lyrics are by Sonal Dabral, chairman and chief creative officer, DDB Mudra Group.
The video, shot in Delhi, Mumbai, Kolkata and Chennai, has young Indians in different settings cheering and singing aloud ‘Go India’ and ‘Play Bold’. It stars cricketers Virat Kohli and M S Dhoni, who bring alive the passion of Indian fans. Released digitally, the video will be rolled out as a TVC during the two upcoming cricket tournaments, the ICC World T20 and the IPL, scheduled for the end of this month and the first week of April.
Commenting on the anthem, Subroto Geed, senior vice-president – marketing, United Spirits, says, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanise the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase ‘Mere India, Tu Play Bold’, becomes a single sound that does not just reflect our country’s love for cricket, but goes on to become the youth anthem for India.”
Talking about the anthem, Dabral says, “This is that electrifying time of the year when the entire country stands united behind our team. It’s been truly exciting to create this anthem to give us all a united voice to encourage our team and our country to ‘play bold’. The lyrics, music and video of this anthem capture this powerful emotion, and we hope it will become the voice of a billion hearts.”
The brand has been known for its ‘Make a Bold Move campaign’ in addition to its long-term proposition ‘Game for life’. Through that campaign, the brand tried to ask viewers to ‘go for it’, against the advice of naysayers.
Royal Challenge is a whisky brand from the house of United Spirits, which is now under the control of the Diageo Group. Like most other liquor brands, Royal Challenge has, owing to industry regulations, resorted to surrogate advertising (or proxy advertising).