Gatorade-
Sweat For Gold &
I Hate My Teacher
A campaign which made the entire country proud and the story of a viral video
The Story:
P.V Sindhu, an ace shuttler.
Two years of winning Bronze followed by two years of losing in the final, for Silver.
The olympics and the BWF title where no Indian woman had won gold were 5 years away.
The Brand:
Gatorade- The champion of rehydration and performance.
Strategy:
My team and I came up with the expression of Sweat More. A powerful expression which was not only synonymous with hard work in the world of sport but with Gatorade as well, since it powered you to sweat more.
The Substance:
We flew Sindhu in for a Sweat Test to Sports Science Institute (GSSI) at Baltimore, USA. The findings of the test were used to work on her hydration, training and match-day nutrition needs to power her through the World Championship.
Idea:
Since Sindhu was the silver girl, our campaign and visual device was to show how every drop of sweat changed her to gold.
Results:
She did win the BWF gold and we backed an athlete and partnered with her to make the entire country proud. Views and likes don't even matter. A piece of communication with a shelf life of 5 years, now that is truly iconic.
I Hate My Teacher
RESULTS:
Over 10 Mn+ views on Youtube and Facebook
#2 trending topic on X
Over 100 stories in the leading publications
Earned Media worth crores and hours, on prime time television.
Story:
One of the strongest pillars of brand Gatorade are trainers as they are
the ones who recommend the drink and are an essential part of the sports
world.
What better day to bring this alive than Teachers day and what better way
to bring it alive than the story of the Olympian silver medalist P.V
Sindhu and her coach Gopichand who pushed her to win yet another silver at World Badminton Championships.
Why it went viral:
Because we were able to pull off two coups. One, get Gopichand, the world famous coach of P.V Sindhu for the first time in an Ad with her. Two, our messaging was about P.V Sindhu hating her coach and saying it publicly on Teacher's Day.