By Gatorade, PepsiCo India’s hydration brand, has launched an innovative initiative dubbed “Turf Finder”. In partnership with Leo Burnett India, the project seeks to carve out new spaces for sports & recreation in India’s cramped metropolises, thereby inspiring the youth to embrace physical activity as an integral part of their daily lives.
The exciting film makes use of historical maps data to identify potential play areas within the seemingly overcrowded cities. Suitable locations like vacant parking lots to empty streets are identified and then transformed into vibrant and easily accessible playing areas. Initially starting with Mumbai, the initiative will soon be launched in other cities like Bengaluru.
Speaking 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 integral components of well-being. However, in today’s fast-paced and chaotic society, finding both time and a suitable space for physical activity poses a significant challenge. We firmly believe that this initiative will make sport accessible to a lot more people, thereby cultivating a healthier lifestyle. By providing convenient and inviting spaces for play, we hope to inspire communities to embrace the intrinsic value of staying active amidst the demands of modern life.”
Adding further, Rajdeepak Das, CCO, Publicis Groupe – South Asia and Chairman, Leo Burnett – South Asia, said, “This is a true HumanKind idea where we are using technology to find solutions for modern day problems. Our cities are temporal in nature, they behave differently by day and different by night. We have validated this spirit and used historic Google map data to find empty spaces at specific times which can be made into a turf. The most exciting part is that this campaign can be scaled across the country and not only promote an active lifestyle but also make a cultural impact in communities making sport an equaliser.”
Gatorade’s ‘Turf Finder’ promises to create spaces for sports as well as cultivate a fitness and health culture in India. The success of this undertaking could serve as a blueprint for other urban areas across the country, proving that the challenge of limited recreational space can be solved with innovation and commitment.
