The Royal Challenge encourages hydration in order to have a more enjoyable celebration
With a simple yet intriguing narrative, the company hopes to promote responsible drinking
Sumit Rawat
The Royal Challenge Packaged Drinking Water brand has launched its latest ad, "Choose Bold. Choose Water," emphasizing the importance of remaining hydrated while drinking alcohol. The brand hopes to promote safe drinking with this commercial by telling a simple but engaging story: Choosing water is often the bold decision.
In keeping with the Diageo motto of "Drink better, not more," Royal Challenge Packaged Drinking Water is playing an active role in the prevention and reduction of harmful alcohol use through this campaign and its social engagement, while also driving awareness on mindful consumption and encouraging individuals to stay hydrated during social occasions. The current campaign video emphasizes the significance of taking frequent water breaks during alcohol use to care for one's body.
Ruchira Jaitly, Vice-President, Marketing & Portfolio Head, Diageo India, stated of the campaign, "At Diageo, we believe in drinking better, not more." And one effective approach to do so is to stay hydrated when drinking. With the Choose Bold, Choose Water campaign, Royal Challenge Packaged Drinking Water hopes to raise awareness of this life-changing message. We aim to develop a culture where we celebrate life responsibly while also protecting the well-being of our customers by focusing on hydration."
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