Royal Challenge raises a glass to hydration

Royal Challenge has rolled out a campaign 'choose bold, choose water' to emphasise the importance of staying hydrated when consuming alcohol. 

 

Conceptualised by DDB Mudra, the film aims to promote responsible drinking. It features a protagonist enthusiastically chugging water while taking a break from alcohol consumption, with the club crowd cheering him on in support of his hydration.

 

Ruchira Jaitly, vice president, marketing and portfolio head, Diageo India, said, “At Diageo, we believe in drinking better, not more. And a good way to do this is by ensuring hydration during drinking occasions. Royal Challenge packaged drinking water wants to drive recognition for this life-changing message with the Choose Bold, Choose Water campaign. By focussing on hydration, we want to foster a culture where we celebrate life responsibly and ensure the well-being of our consumers.”

 

CREDITS: 

 

Client: Royal Challenge

Agency: DDB Mudra South

Creative team: Nitin Pradhan, creative head, Deepak Thammaiah, creative director and Navine Samuel – group head, design

Strategy: Menaka Menon, national strategy head, Ketan Rambhia, strategy director, Sanjana Chetan – strategist

Production house: Fat Free Films

Director: Bibartan Ghosh

Producer: Rathi Rajkumar