Royal Challenge Packaged Drinking Water has rolled out a campaign #ChooseBold, featuring cricketers Virat Kohli and Smriti Mandhana.

Conceptualised by Enormous Brands, the campaign features an ad film in which Virat Kohli reflects on the deeper meaning of Jersey 18, emphasising that it’s more than just a number. He highlights how the jersey symbolises passion, determination, and a spirit he shares with Smriti Mandhana. As a true leader, Mandhana led her team to victory in the Women’s T20 tournament, embodying the #NayaSher (the new tiger) spirit in the ongoing World Cup. Kohli underscores Mandhana's fearless approach as an inspiration to all, concluding the film with a brand integration and urging viewers to cheer for number 18 during the ICC Women's T20 World Cup.

What we think about it: Seamlessly tapping into the emotional equity of 'Jersey 18', the brand leverages the star power of Virat Kohli and Smriti Mandhana to reinforce brand values of courage and determination. The ad film highlights Mandhana’s bold leadership on the global cricket stage while strategically amplifying the campaign through the cricketers' extensive social media followings to achieve visibility and engagement. This cross-platform strategy will result in driving a strong engagement and brand recall.