Campaign India Team
Sep 04, 2017

Gatorade celebrates the teachers you hate

Watch the film conceptualised by JWT here

This Teacher’s Day, Gatorade reminds one must celebrate those who keep pushing you.
 
In what is positioned as a celebration of tough love, selflessness and sacrifice this digital film tells the story of  ace shuttler P V Sindhu. Full of bruised knees and afternoons spent perfecting the backhand shot, Sindhu’s coach Pullela Gopichand urged her to believe in herself and keep going. Each of those moments added to her journey to become one of the most celebrated badminton players in the world today. The athlete comes together with the brand to co-produce this #IHateMyTeacher digital film, highlighting why it is alright to hate the ones you love.
 
Vipul Prakash, SVP – beverage category, PepsiCo India said, “We want to bring alive the crucial love-hate relationship with the mentors, guides, trainers and teachers who have pushed us to succeed. Authenticity has become the bedrock of consumer sentiment and as an ode to teachers, we couldn’t have found a better story to tell than that of our brand ambassador P V Sindhu.”
 
Senthil Kumar, CCO, JWT India adds, “The relationship between a teacher and a student is a complex one. There are intense emotions like hate involved too. We wanted to bring out the good and raw. This is an ode from Sindhu to Gopi in its rawest purest form. Gatorade is one of few brands in India that can take such a bold stance on those who make us sweat for gold.”
 
 
CREDITS
 
Creative Agency: JWT
 
Senthil Kumar – Chief Creative Officer, JWT India
Amish Sabharwal – Sr. Creative Director and Copywriter
Mythili Chandrasekar – National Planning Director
Varun Channa -  Sr. Vice president and Managing Partner
Ritu Nakra – Vice President and Executive Business Director
Mandeep Singh – Vice President and ECD Audio and Video
Arnab Datta Chaudhuri – Associate Vice President and Strategic Planning Director
Shailendra Chaturvedi – Client Services Director
Noor Samra – Account Planning Director
 
Production House: Avakkai Films
 
Senthil Kumar – Director
Ashvin Naidu – producer
Source:
Campaign India
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