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Royal Challenge urges India to #PlayBold this cricket season

With the ongoing cricket season, Royal Challenge saw an opportunity to further strengthen their connect with the audience and cheer the Indian cricket team, thus was born the #PlayBold Anthem.

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 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 MS Dhoni and Virat Kohli, the visuals of the anthem have been shot across various parts of the country, capturing the fervour of the nation. Special appearances have also been lent by Vishal Dadlani, Salim Merchant and Sonal Dabral.

Watch the Play Bold ad:
https://www.youtube.com/watch?v=xzS2NP31VgM

#PlayBold anthem reflects the nation’s energy and resonates the voice of the nation as 1.2 billion Indian cricket fans unitedly cheer and support the Indian cricket team. Released across platforms, the anthem is being received well socially, with over 4.45 million views till date.

Subroto Geed, SVP – Marketing, United Spirits, said, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanise the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase, ‘Mere India, Tu 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.”

Commenting on the anthem, Sonal Dabral 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 here, “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.”

Campaign credits:

Client: United Spirits
Brand: Royal Challenge
Creative 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

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