MUMBAI: Royal Challenge Packaged Drinking Water has launched a new TVC campaign ‘Choosebold 2.0’. It stars Virat Kohli, Smriti Mandhana and Vidyut Jammwal and celebrates the spirit of Naya Shers. The ad aims to be an an ode to individuals who the company said fearlessly pave their own paths, inspiring us all to follow suit. Kohli the company said is known for embracing boldness in every aspect of his life. Mandhana‘s bold leadership guided her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. Jammwal embraced boldness by returning to his martial arts roots after overcoming a significant injury.
In the unpredictable realms of life, we often find ourselves standing at a crossroads, faced with a choice between the well-trodden path and something a bit more off-the-wall. It’s those who opt for the road less traveled that really make a mark. Choosing Bold isn’t just about being brave; it’s about embracing challenges with the belief that you can conquer them, standing out from the crowd and lighting the way for others.
The rap anthem that that last year with Divine, returns with a new rendition, Choosebold 2.0. It aims to be a tribute to the ones who are progressive and fearlessly play their own game in life. The TVC also seeks to inspire aspiring individuals to break free from the shackles of society to choose bold rather than safe. Choosebold 2.0 is a display of the bold choices each of them made in life.
Naya Shers are those who believe in choosing bold and in pushing the boundaries of what is possible. The brand aims to unite such Naya Shers from all corners of the world and inspire others to break free from societal norms and live life on their own terms.
Varun Koorichh, VP, portfolio head, marketing, Diageo India, said, “Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0 aligns with our brand ethos which encourages individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities who choose bold in their lives, like Virat Kohli whose success is a testament to his fearless decisions, both on and off the field. Smriti Mandhana’s never say never attitude that steered her team to victory during Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choose Bold 2.0 goes beyond a campaign as it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness.”
Kohli said, “In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I Choose Bold! I look forward to the next generation of Naya Shers to take inspiration from the TVC, to live boldly and fearlessly.”
Mandhana said, “Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life.”
Link to TVC:
