Royal Challenge Sports Drink: Only Men Can play Cricket?

Royal Challenge Sports Drink, a sports drink brand, launched the first ever mixed-gender cricket match in India by garnering support using cricket influencers on social and cricketing apps.

Campaign details

Brand: Royal Challenge Sports DrinkLead Agency: MindshareRegion: APAC

Strategy

Objective

With India being a dark market for alcohol and whisky perceived as an overtly masculine drink which discourages women with associating with it, Royal Challenge wanted to break these stereotypes and challenge the status quo of the category. The misattribution that needed to be addressed was the drink being perceived as strong and harsh instead of the ideology that the brand was trying to inspire. Which is Play Bold. RC wanted to be perceived an iconic, vibrant and aspirational brand of choice for...

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