Objective- Gatorade is the highest selling energy beverage across all geographies. The brand wishes to launch a new 360 degree promotional campaign to replenish its position in the market place. 

 

Challenge- Despite being aware of the benefits, Indians in general do not prefer consuming sports drinks during workouts or sport sessions. 

 

Key proposition - To encourage every person to evolve themselves and transform themselves and rise to the occasion and achieve victory. The motive is to tick the right boxes in them to help them find their “Inner Beast”. To accept their defeat in one moment and change into a different animalistic avatar of themselves and seize victory. 

 

The campaign is targeted precisely at teenagers. 

 

The mediums of choice led to 360 degree campaign involving elements in TV, Print, Online activation, Outdoors and celebrity sponsorships.