Royal Challenge Sports Drink has rolled out an ad film that features cricketer Virat Kohli paying a tribute to Indian athletes outside of the cricket arena. Conceptualised by DDB Mudra, the film is set to a narrative penned by its chairman and CCO Sonal Dabral. Kohli lends his voice to the lines.
The film opens with Kohli seated in an indoor arena, with the lines 'Jis desh ki ragon mein khoon se zyada cricket daudta hai, Wahan kuch ansune ankahe irade bhi daudte hain, khamoshi se. Ansune anjaane par kisi se kum nahin' (In this country where more cricket than blood runs in our veins, there are some unheard and untold ambitions running too, albeit silently. Unheard and untold, but no less than others.)
The film which was published on the brand's YouTube channel on 5 August, the day the Olympics began, shows how these athletes' preparations go on not just for a tournament, but for four years at a stretch. It also indicates how these athletes have to compete against more than just cricket playing nations. The reason the athletes can do so, it is revealed at the end, is because they are ‘Made of Bold’.
Subroto Geed, SVP – marketing, United Spirits, said, “Virat is a supreme and world class athlete. The 'Made of Bold' film from Royal Challenge Sports Drink is about Virat, the athlete, paying tribute to the countless other athletes of India for making a bold choice of their sport and pursuing it despite all the odds. It brings to life the brand’s purpose of inspiring the spirit of taking on life through one’s bold choices."