Campaign India Team
Mar 01, 2024

Gatorade advocates for more play areas in urban spaces

Watch the film conceptualised by Leo Burnett here

Gatorade advocates for more play areas in urban spaces
Gatorade has rolled out a campaign that spotlights its 'Turf Finder' initiative to address the scarcity of recreational playing areas for sport lovers in urban India amidst crowded cities.
 
Conceptualised by Leo Burnett, the film utilises historical maps data, to pinpoint suitable locations like vacant parking lots or empty streets and transform them into accessible playing areas. Through this film, the brand seeks to inspire young individuals to embrace physical activity as a key part of their daily lives. It depicts the chaotic and fast-paced lifestyle of city dwellers. Amidst the frenzy of bustling schedules and cramped quarters, the film delivers a reminder that all one needs is the will to play and the brand wil find them the place.
 
 
Ankit Agarwal, associate director, energy and hydration, PepsiCo India, said, “Gatorade has consistently championed the importance of fitness and an active lifestyle as integral components of well-being. However, in today's fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We firmly believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle. By providing convenient and inviting spaces for play, we hope to inspire communities to embrace the intrinsic value of staying active amidst the demands of modern life.”
 
Rajdeepak Das, CCO, Publicis Groupe – South Asia and chairman, Leo Burnett - South Asia, said, “This is a true HumanKind idea where we are using technology to find solutions for modern day problems. Our cities are temporal in nature, they behave differently by day and different by night. We have validated this spirit and used historic Google map data to find empty spaces at specific times which can be made into a turf. The most exciting part is that this campaign can be scaled across the country and not only promote an active lifestyle but also make a cultural impact in communities making sport an equaliser.”

 

Source:
Campaign India

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