Top Story

e4m_logo.png

Home >> Advertising >> Article

Royal Challenge and DDB Mudra South & East urge India to #PlayBold

26-March-2016
Font Size   16
Royal Challenge and DDB Mudra South & East urge India to #PlayBold

DDB Mudra South and East have come up with a new campaign and anthem- #PlayBold for Royal Challenge.

The anthem personifies the feverish vibe which spreads across the country during the cricket season. It focuses on the young Indians who are ever-ready to shed their inhibitions and make bold moves. The anthem has been voiced by Vishal Dadlani while the inspiring lyrics of anthem have been penned by Sonal Dabral, chairman and Chief Creative Officer, DDB Mudra Group. Bollywood Music Composer Salim Merchant has provided the music to the anthem. Led by M.S. Dhoni and Virat Kohli, the visuals of the anthem have been shot across various parts of the country, capturing the fervor of the nation. Special appearances have also been lent by Vishal Dadlani, Salim Merchant and Sonal Dabral.

Quoting on the campaign, Subroto Geed, SVP – marketing, United Spirits said, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanize the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase 'Mere India, To 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.”

Quoting on the anthem, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “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."

Vishnu Srivatsav, Creative Head, DDB Mudra South and East added, “Boldness transcends winning and losing. In today’s context where the country is far more confident and optimistic, boldness is a spirit that today the nation aspires to. And we have tried to capture these emotions and this aspiration in an electric song and music video that hopefully will inspire the team to throw away any inhibitions and just go for it on the field.”

Link to the ad film:

https://www.youtube.com/watch?v=xzS2NP31VgM

Agency Credits

Agency: DDB Mudra South and East

Chairman and CCO: Sonal Dabral

President: Ranji Cherian

Creative:Vishnu Srivatsav, Vijay Joseph, Kavita Mohandas

Account Management: Sujay Ghosh, Nikhil Ail, Vivek Ranganathan

Account Planning:Suchitra Sukumar, Saumya Tyagi

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...