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As part of its ongoing ‘Turf Finder’ initiative, PepsiCo India’s hydration brand Gatorade has unveiled its second turf in Delhi at Chandni Chowk.
Launched in early February this year and with its first lawn in Mumbai, this initiative by Gatorade is committed to finding places for people to play whenever and wherever space in the city allows. This initiative aims to address the lack of recreational space in urban India through data from Google Maps. Through this initiative, Gatorade hopes to encourage young people to make physical activity an important part of their daily lives.
The event saw enthusiastic participants who gathered to enjoy the excitement and play on a lawn specially created for badminton and basketball enthusiasts. In Delhi, Lajpat Nagar witnessed the first lawn being dropped in early March, and the brand is aiming to drop one more lawn in the city soon.
Commenting on the initiative, Ankit Agarwal, Associate Director, Energy and Hydration, PepsiCo India said, “Gatorade has consistently championed the importance of fitness and an active lifestyle as an essential component of well-being. However, in today’s fast-paced and chaotic society, there are many times and places that are suitable for physical activity. Finding both is a big challenge. We strongly believe that this initiative will make sport accessible to more people, thereby fostering healthier lifestyles. By providing convenient and attractive play spaces, we want to encourage communities to embrace the essential value of staying active amidst the demands of modern life.”
Further, Rajdeepak Das, Chief Creative Officer, Publicis Groupe South Asia and Chairman, Leo Burnett South Asia, said: Our cities are temporal in nature and behave differently during the day and night. We tested this spirit and used historical data from Google Maps to find open spaces that could be turned into lawns at a given time. The most exciting part is that this campaign can be expanded across the country and have a cultural impact on communities that not only promotes active lifestyles, but also equalizes sports. ”
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