‘Agar Bold Nahi Khelenge, Toh Kabhi Na Jaan Paayenge’ says Virat Kohli in the new campaign by Royal Challenge Sports Drink

Developed in partnership with leading creative agency, DDB Mudra Group, the new Royal Challenge Sports Drink campaign is built on the insight that millennials today are becoming increasingly individualistic and on this bold journey if they manage to overcome the fear of social stigma, failure etc then nothing can hold them back. The TVC features individual stories of real life challenges and mental battles that many people would have encountered and how they decided to make bold moves.

The campaign was launched with an open letter by Virat Kohli where he encourages people to be bold and fearless by saying, “kise pata kal hum kaun si manzil, kaun se mukaam paayenge? Par ek baat zaroor hai - agar bold nahin khelenge, toh kabhi na jaan paayenge”.

Subroto Geed, Senior Vice President – Marketing, at United Spirits Limited says, “The purpose of Royal Challenge Sports Drink is to inspire the spirit of taking on life – which is about being bold, stepping out of your comfort zone and making choices that are not defined by boundaries which others create for you. . Virat Kohli is one of India’s biggest icons and he truly embodies this bold spirit - both on and off the field. Through Virat we hope to build a strong resonance for the campaign message and build the desire to live bold in the DNA of country’s youth”.

Commenting on the campaign, Sonal Dabral, Chief Creative Officer of DDB Mudra Group added, “these times are full of opportunities for everyone but opportunities also bring insecurities and a paralysing fear of failure. This is where Royal Challenge Sports Drink comes in. It inspires us to take risks, it inspires us to be unafraid to walk alone. In this TVC, Virat the champion risk taker, questions a world that would they rather stay safe than venture into the unknown. The film, inspired by real challenges and Virat’s own exploits as a cricketer, throws the proverbial spanner in the works, questioning the predestined journey we’re on, and signs off by gently suggesting that the path less taken is the only path worth taking. Asking us to play bold. It’s been not only exciting but truly inspiring working on this film”.

OPEN LETTER BY VIRAT KOHLI:

Somehow, people believe I know exactly what I am doing, that I know for sure how my decisions are going to turn out. And given the recent successes on the pitch, that belief is now probably sweeping the nation.

But here’s the truth: I don’t 

When I am about to make a decision that goes against convention, I don’t know if it’s all going to turn out fine. I don’t know if I am going to succeed. I really don’t.

But what I do know is, no matter how bold or scary it may seem; when the time comes, I have got to make that move. I have to set my fears aside and take the plunge. Like at the Adelaide test, exactly 2 years ago. Instead of settling for a draw against the Australians, we pushed for a win. And lost.

We could have changed history that day, but we didn’t. But do I regret making that move? Not one bit. In fact I would do exactly the same thing all over again if I had to. And not just in cricket. Because, trust me, there is only one thing worse than living with the consequences of making a bold move: the regret of not making one.

So, here’s my mantra for the New Year: I will do what I have always done – follow my instincts and make my own choices… kyunki, kise pata kal hum kaun si manzil, kaun se mukaam paayenge? Par ek baat zaroor hai - agar bold nahin khelenge, toh kabhi na jaan paayenge.

About United Spirits Limited

United Spirits Limited (USL) is a subsidiary of Diageo plc which is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. In 2013-14, Diageo plc acquired a 54.8% shareholding in United Spirits making India one of its largest markets.

Founded in 1826, USL is the largest Indian spirits company, selling around 120 mn cases annually, involved in the manufacture, sale and distribution of beverage alcohol. USL produces and sells Scotch whisky, IMFL whisky, brandy, rum, vodka, gin and wine. Its portfolio includes much-loved brands such as McDowell's No.1, Royal Challenge, Signature, and Antiquity. USL also imports, manufactures and sells Diageo’s iconic brands such as Johnnie Walker, VAT 69, Black & White, Smirnoff and Ciroc in India. The company also successfully operates strong brand extensions like Black Dog Sparkling Water, Smirnoff Experience, Royal Challenge Sports Drink, McDowell’s No.1 Soda and Bagpiper Soda among others.

The company is listed on the BSE (Bombay Stock Exchange) and NSE (National Stock Exchange). For more information about United Spirits Limited, our people, vision, brands, and performance visit us at www.unitedspirits.in.