Royal Challenge Sports Drink has rolled out an anthem titled '#PlayBold'. Conceptualised by DDB Mudra Group, the anthem features cricketers MS Dhoni and Virat Kohli, with Vishal Dadlani, the singer of the anthem, also making an appearance.
The lyrics have been penned by Sonal Dabral, chairman and CCO, DDB Mudra Group, and Salim Merchant has provided the music.
The film shows several instances of youth shedding their inhibitions, letting go, to play bold.
Subroto Geed, SVP – marketing, United Spirits, said, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanise the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase 'Mere India, Tu Play Bold', becomes a single sound that does not just reflect our country’s love for cricket, but goes on to become the youth anthem for India.”
Dabral said, “This is that electrifying time of the year when the entire country stands united behind our team. It's been truly exciting to create this anthem to give us all one voice to encourage our team and our country to 'Play Bold'. The lyrics, music and video of this anthem capture this powerful emotion, and we hope it will become the voice of billion hearts.”
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Watch the films conceptualised by Taproot Dentsu here