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New campaign from Indian beverage brand Royal Challenge guns for mixed-gender cricket match

DDB Mudra has created an empowerment-themed campaign for Royal Challenge Energy Drink. Titled ‘Challenge Accepted’, the campaign addresses gender bias in India’s most popular sport cricket, where the men’s team is significantly more popular, well-paid and well publicised than the women’s team.

The campaign stars some of the key players from the Indian women’s cricket team like Mithali Raj, Harmanpreet Kaur and Veda Krishnamurthy, and also features men’s team captain Virat Kohli. Royal Challenge is also the sponsor of Royal Challengers Bangalore a team from the Indian Premier League cricket tournament, captained by Kohli

Speaking about the campaign Diageo India EVP and portfolio head Amarpreet Anand, said: “With #ChallengeAccepted, the idea is to challenge stereotypes in life, because the bold are the ones who are fearless to do so.

“Our first point of view is to challenge gender stereotypes in cricket, where the game is being divided by gender and not skills and prowess. We believe that it’s a cause worthy of a conversation in culture and we are supporting the first mixed gender match with international cricketers.

“We are rolling out a full 360-degree activation plan supported by like-minded influencers and the RCB cricket team.”  

DDB Mudra South creative head Vishnu Srivastav added: “When it came to this campaign, with the euphoria linked to the cricket season, we wanted to talk about what’s missing in all this excitement – women cricketers. We wanted to create a campaign that challenges the world to move towards a more progressive and inclusive space for women, in sports and life. And we’re just getting started.”

Credits:

Agency: DDB Mudra Group

Business management: Aditya Kanthy, Sujay Ghosh, Namrata Bohre, Vanaja Pillai, Vidhu Vinod, Arko Majumdar, Bilal Hasan

Creative: Rahul Mathew, Vishnu Srivatsav, Vijay Joseph, Sukanya Subramaniyan, Jamuna Poovaiah, Sruthin KC, Clare Joseph, Saloni Agarwal, Shrishti Dixit, Devika Dutt

Account planning: Amit Kekre, Maithili Nair, Sneha Kanukolanu, Ayush Roy

Media and collaborations: Karan Wohra

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