‘Bold is Beautiful.’ ‘Get Fresh. Get Bold.’ ‘Be Bold. Be Anything.’ Apparently, playing bold is everything in this social age where people are bolder when it comes to expressing themselves, their ideas, their aspirations for life. Norms are being challenged, limits are being pushed, comfort zones are being smashed and youngsters are raring to go the off beaten path. For the rest of us, there’s an awesome anthem called ‘Play Bold India’ by Royal Challenge Sports Drink. It urges us to shed our inhibitions and ‘play bold’.
Released right during the ICC T20 cricket season, the anthem also seeks to unite Indians, to create a common voice of the nation, to cheer and support the Indian cricket team with a singular catchphrase: ‘Mere India…tu play bold’.
Shot in Delhi, Mumbai, Kolkata and Chennai, the anthem stars Virat Kohli and MS Dhoni too. With lyrics by Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra Group, music composition by Salim Merchant, the anthem has been sung by none other than Vishal Dadlani.
Capturing the flavours and culture of every city and weaved around different situations in our everyday life, it brings together many young boys and girls waking up to the new war cry – Play Bold India. In 3.4 minutes, the anthem shows you amazing things like a girl hula-hooping in the middle of the road, fishermen getting ready for the catch, a surfer, a group of youngsters with their bikes, boys and girls screaming ‘play bold’ in a taxi, in the bylanes, on top of a truck, in a semi-constructed building and so on. Images of Virat and Dhoni sweating it out in their workouts are interspersed among the assortment.
Uploaded a week back on the brand’s Facebook page, the anthem video has clocked over 1.2 million views. On the brand’s Facebook page, and with the autoplay on, the video has garnered over 3.2 million views. On Twitter it’s being promoted by influential celebrities like Chetan Bhagat, Harsha Bhogle, and also includes a tweet by Kohli.
— Virat Kohli (@imVkohli) March 14, 2016
— Harsha Bhogle (@bhogleharsha) March 10, 2016
— Chetan Bhagat (@chetan_bhagat) March 10, 2016
Royal Challenge, like all spirit brands, is challenged with advertising its wares. Hence, the mineral water and sports drinks which you hardly ever find on the shelves. Latching on to the cricket frenzy in the country, and playing to its current mood, the liquor brand has managed to catch attention of a larger audience, and a more relevant audience. Moreover, it has established an association with ‘bold move’, the brand philosophy Royal Challenge Sports Drink lives by.
Promoting the anthem video on digital and getting influencers to spread it further, is a good strategy but it could be further amplified with more engaging activities by the brand’s social media properties. What good is a fan anthem when fans can’t do much with it.