Kohli, Mandhana, Jammwal star in Royal Challenge Drinking Water ad
Conceptualised by Enormous, the new campaign honors those who are progressive and fearless, playing their own game in life with determination and individuality
Sumit Rawat
Royal Challenge Packaged Drinking Water has unveiled its new TVC campaign, Choosebold 2.0, celebrating the unwavering spirit of the "Naya Shers." This campaign pays tribute to individuals who fearlessly pave their own paths, inspiring others to follow suit. The TVC features the country's star player, Virat Kohli, known for embracing boldness in every aspect of his life, along with cricketer Smriti Mandhana and actor Vidyut Jammwal.
The rap anthem that wowed the audience last year with Divine returns with a new rendition, Choosebold 2.0, which is a tribute to those who are progressive and fearlessly play their own game in life. The TVC aims to inspire aspiring individuals to break free from societal constraints and choose boldness over safety. It showcases the bold choices each of these individuals has made in their lives.
Virat Kohli's success is highlighted due to his fearless choices both in life and on the cricket ground. The campaign also celebrates Smriti Mandhana's bold leadership, guiding her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. Furthermore, it features the nation’s best action hero, Vidyut Jammwal, who embraced boldness by returning to his martial arts roots after overcoming a significant injury.
"Naya Shers" are those who believe in choosing bold and pushing the boundaries of what is possible. The brand aims to unite such "Naya Shers" from all corners of the world, inspiring others to break free from societal norms and live life on their own terms.
Varun Koorichh, Vice President and Portfolio Head of Marketing at Diageo India, commented on the TVC, stating, "Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0, aligns with our brand ethos, encouraging individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities like Virat Kohli, whose success is a testament to his fearless decisions both on and off the field, Smriti Mandhana’s never-say-never attitude that steered her team to victory during the Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choosebold 2.0 goes beyond a campaign; it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness."
Virat Kohli also spoke about the TVC, saying, "In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I chose bold! I look forward to the next generation of 'Naya Shers' taking inspiration from the TVC to live boldly and fearlessly."
Smriti Mandhana, speaking about her association with the campaign, said, "Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life."
The Choosebold 2.0 campaign by Royal Challenge Packaged Drinking Water not only celebrates the bold and fearless but also serves as a powerful call to action for individuals to break free from societal constraints and live life on their own terms, embodying the true spirit of the "Naya Shers.
