BRIEF

During the IPL, Royal Challenge Packaged Drinking Water intends to pay tribute to Real Heroes, the people who have emerged as selfless frontline warriors to help the society at large by risking their own life. When the pandemic posed a challenge, these heroes gave hope to humanity. The campaign would feature 21 heroic stories of such real challengers across India as part of their TVC and digital films, who have worked selflessly to aid those in need during these trying times. The campaign further with Influencer engagement intents to inspire millions by heart-warming stories of real-life heroes around us, to embrace this spirit and be Real Challengers in their own context.

ACTIVATION

7 premium content creators/communities from across the country nominated a Covid Hero from their family/friends/neighbourhood, who looked after them and took care of them or helped the society in any way, could be their house help, their watchman, anyone who was their helping hand in the times which seemed dark and gloomy.

HASHTAGS USED

#MyCovidHeroes #WeAreChallengers #RoyalChallengeWhisky