Limca Sportz, the hydration drink from Coca-Cola India’s home-grown brand Limca, has become the ‘Official Sports Drink’ of the ICC Men’s Cricket World Cup 2023.
Leveraging its association, the brand has launched an activation with an on-pack code. Users can scan the code and take a Yo-Yo test used to test player fitness by the Indian team. Inviting viewers to take the test and stand a chance to win tickets to the World Cup matches is Olympic medal winner Neeraj Chopra, in a brand film.
Limca Sportz’ digital-first Yo-Yo test version will be kickstarted by Chopra on social media, informed an official statement.
Limca Sportz has also partnered with over 60 colleges across the country encouraging youth to unleash their inner fitness enthusiast. A dynamic dashboard will bring together colleges taking the Limca Sportz Yo-Yo Test challenge and winning teams will get exclusive tickets to watch a World Cup Match. Limca Sportz will enable rehydration during these fitness tests.
Karthik Subramanian, Director, Marketing – Hydration, Coffee and Tea category, Coca-Cola India and Southwest Asia, said, “Limca Sportz is proud to be the Official Sports Drink of the ICC Men’s Cricket World Cup 2023. We’re thrilled to support athletes from around the world with our rehydration drink that has both great taste and functional benefits. The dynamic Yo-Yo test challenge features the incredible Neeraj Chopra, India’s first-ever World Athletics Championships gold medalist. Known worldwide for his tenacious spirit and unwavering commitment, he is an ideal choice to kickstart the fitness test.”
Chopra stated, “I’m thrilled to be partnering with Limca Sportz. Limca Sportz is enabling hydration among athletes, which is important to maximise performance and prevent injuries. This challenge is one that promotes efficient performance and motivates each participant to continuously push their boundaries.”
The Yo-Yo Test Challenge’ was conceived by WPP Open X.
On the creative insight behind the campaign, Varun Anchan, creative lead, said, “The Yo-Yo test is the ultimate fitness test for cricket, and a standard that athletes including cricketers adhere to as a fitness metric. Limca Sportz is an advanced hydration product that enables athletes to give their best. The idea was born out of the product’s functionality, linking it to the Yo-Yo test challenge. With Olympian athlete Neeraj Chopra spearheading the campaign, we are partnering with several athletes and fitness advocates to prep both players and fans for the upcoming ICC Men’s World Cup 2023.”
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