Today’s young Indian is about stepping out of their comfort zone and making bold moves. Royal Challenge Sports Drink is all set to fuel this unwavering aspiration by giving it a single sound through an anthem that inspires the nation to #PlayBold.
The #PlayBold anthem is being released during the cricket season as a combined voice of the nation to cheer and support the Indian cricket team. Bollywood’s favourite composer Salim Merchant has created the thumping music for this anthem starring Vishal Dadlani’s explosive voice. The lyrics have been woven together by Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra Group.
A vibrant video has been shot in Delhi, Mumbai, Kolkata and Chennai with a variety of young Indians in different settings cheering and singing aloud ‘Go India’ and ‘Play Bold’ and stars Virat Kohli and MS Dhoni.
Commenting on the anthem, Subroto Geed, Sr. VP – Marketing at United Spirits said, “Through this anthem, Royal Challenge Sports Drink is attempting to galvanize the Indian youth to follow their heart and make bold choices. We hope that the anthem’s catchphrase “Mere India, Tu Play Bold”, becomes a single sound that does not just reflect our country’s love for cricket, but goes on to become the youth anthem for India.”
“This is that electrifying time of the year when the entire country stands united behind our team. It's been truly exciting to create this anthem to give us all one voice to encourage our team and our country to Play Bold. The lyrics, music and video of this anthem capture this powerful emotion, and we hope it will become the voice of billion hearts.” said Sonal Dabral, Chairman and Chief Creative Officer of DDB Mudra Group.
