Brand: Royal Challenge Sports Drink
Lead Agency: Mindshare
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 the young millennial.
With the alcohol prohibitions and limitation, the TG was 25+ Male, for the first time the TG was opened up to 25+, M and F who is social & outgoing, constantly developing himself and challenges the norms and is also keen follower of cricket.