Royal Challenge Sports Drink has launched a new TVC staring star cricketer Virat Kohli, encouraging viewers to ‘Make a #BoldMove’. This is in continuance with the ‘Play Bold’ theme which featured in their earlier advertisements.
Along with Kohli, who is travelling on a train, the ad pictures a man who wants to quit his job and a couple of different religious faiths staring at each other sadly from separate trains. The ad ends with Kohli pulling the train’s chain to jump off, the couple reuniting and the man sending in his resignation letter. ‘Make a Bold move’ Kohli says to the audience in a voiceover.
Subroto Geed, SVP – marketing, United Spirits, said, “The purpose of Royal Challenge Sports Drink is to inspire the spirit of taking on life – which is about being bold, stepping out of your comfort zone and making choices that are not defined by boundaries which others create for you. Virat Kohli is one of India’s biggest icons and he truly embodies this bold spirit – both on and off the field. Through Virat we hope to build a strong resonance for the campaign message and build the desire to live bold in the DNA of country’s youth.”
The ad film was conceptualised by DDB Mudra Group.