Gatorade, the hydration brand under PepsiCo India, has launched its ‘Turf Finder’ initiative in collaboration with Leo Burnett India. This initiative aims to foster a passion for sports and physical activity among individuals living in India’s bustling metropolitan areas. Gatorade® endeavors to encourage young people to integrate exercise into their daily routines, emphasizing its importance for overall well-being.
In response to the limited recreational areas in urban India, Gatorade® introduces the ‘Turf Finder’ initiative, dedicated to uncovering play spaces wherever available in the city. Leveraging historical maps data, Gatorade® identifies suitable locations such as empty parking lots or streets, transforming them into accessible play areas for residents across India’s bustling metropolitan centers. The inaugural Turf will debut in Mumbai, with plans for subsequent launches in other major cities like Bengaluru.
To introduce the initiative, Gatorade® has launched a campaign portraying the frenetic lifestyle of city dwellers. Amidst the chaos of busy schedules and confined spaces, the initiative serves as a reminder that the essence of play can thrive with the right space. Gatorade® takes the lead in demonstrating how these areas can promote an active lifestyle.
Speaking on the initiative, Ankit Agarwal, associate director, energy & 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.”
Adding further Rajdeepak Das, CCO, Publicis Groupe – South Asia & chairman, Leo Burnett – South Asia “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 different 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 equalizer.”
Gatorade®’s new initiative will be amplified through a 360-degree campaign across digital, outdoor, and social media. Gatorade® is available in 3 variants – Blue Bolt, Orange, and Lemon at 250 ml @Rs 20 and 500 ml @Rs 50 – both in traditional and modern stores and through e-commerce sites/ apps.
