Royal Challenge Sports Drink unveiled Tuesday its new campaign starring Indian cricketer Virat Kohli. It encourages youth to make bold moves by giving out the message “Agar Bold Nahi Khelenge, Toh Kabhi Na Jaan Paayenge’’.
Developed in partnership with creative agency, DDB Mudra Group, the new campaign observes that millennials are becoming increasingly individualistic and on this bold journey if they manage to overcome the fear of social stigma and failure, then nothing can hold them back.
The TVC features individual stories of real life challenges and mental battles that many people would have encountered and how they decided to make bold moves.
The campaign was launched with an open letter by Virat Kohli where he encourages people to be bold and fearless by saying, “kise pata kal hum kaun si manzil, kaun se mukaam paayenge? Par ek baat zaroor hai – agar bold nahin khelenge, toh kabhi na jaan paayenge”.
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